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BA (Hons) Business and Marketing

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Due to the ongoing Coronavirus pandemic, examinations may be replaced by an alternative form of assessment during the academic year 2020/2021. Please refer to the Programme Specification on these pages for further details.

You’ll be supported in your studies and preparing for your future

New curriculum integrating the latest developments in digital and data

Graduate work-ready, learning valuable skills through live projects

This course includes the options of:

Work placement*

Study abroad*

*No fees are charged for this year


UCAS code	NN1M
Institution code	H36
School of study	Hertfordshire Business School
Course length	Full Time, 3 Years Sandwich, 4 Years
Location	University of Hertfordshire, Hatfield

Entry requirements

UCAS points A Level BTEC
96 CCC MMM

Additional requirements

GCSE: Grade 4/C in English Language and Mathematics
All students from non-majority English speaking countries require proof of English language proficiency, equivalent to an overall IELTS score of 6 with a minimum of 5.5 in each band.
If you do not have the required IELTS or equivalent for direct entry on to your degree programme, our Pre-sessional English and International Foundation courses can help you to achieve this level.
For more details on the University of Hertfordshire's entry requirements, please visit our Undergraduate Entry Requirements page.
Find out more about International Entry Requirements.
The University of Hertfordshire is committed to welcoming students with a wide range of qualifications and levels of experience. The entry requirements listed on the course pages provide a guide to the minimum level of qualifications needed to study each course. However, we have a flexible approach to admissions and each application will be considered on an individual basis.
Professional accreditations

Students taking the BA Marketing and Business degree are eligible to study for a Chartered Institute of Marketing qualification whilst at university. In the first year, students are given the opportunity to become Affiliate Members of the Chartered Institute of Marketing and study for a first CIM award in Marketing Principles. The Chartered Institute of Marketing has commended Hertfordshire Business School on numerous occasions for the success of the students studying CIM qualifications alongside their course.
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UCAS points	A Level	BTEC
96	CCC	MMM

Why choose this course?

If you’re looking to combine a strong interest in marketing with general business studies, this newly updated course is the one for you. It offers you a great deal of flexibility as you enter the job market, whether you wish to work in marketing organisations, or marketing departments within large businesses, or work more generally in business, with an extensive knowledge of marketing strategy.

You’ll learn the latest in business and marketing with a curriculum that integrates developments in the digital and data environments. You’ll also benefit from our strong links with the Chartered Institute of Marketing (CIM); the Business School is a CIM Strategic Partner and hosts the regional CIM Club. Learning for professional qualifications is embedded into the curriculum, with the chance to gain a professional CIM qualification within the first year and additional CIM qualifications during the second and final years.  

There is a strong focus on your employability needs, giving you the transferable skills and attributes sought after by employers. You’ll benefit from a balanced and broad programme of business and marketing modules that combines core business subjects such as accounting, economics, project and people management and leadership, with marketing modules including consumer behaviour, branding, and marketing communications. You’ll also gain practical industry experience through live projects, industry speakers, events, and employability modules. You can enhance your CV further through an optional year’s study abroad, placement or short internship.

What's the course about?

This course uses a mix of teaching methods, including software and practical workshops, lectures, tutorials, individual coursework and groupwork. You’ll learn through experiential learning and through live business projects and field trips. Knowledge is enhanced through engagement with the wider Hertfordshire Business School (HBS) research community. Study includes blended learning materials, such as online modules and recorded lectures to enable flexibility for students’ learning needs. 

You’ll be assessed through a wide variety of assessment types designed with employability and academic skills in mind. There will be a wide mix of assessments including the production of digital artefacts, projects, portfolios, pitches, and opinion pieces, as well as the more traditional essays, reports, and exams.  

Your first year focuses on understanding the basic Principles of Marketing, and an Introduction to Marketing Communications. Core business studies include Accounting for Managers, Economics for Business, Quantitative Methods for Business and The Global Business Environment.  Study will be underpinned with Essential Skills in Marketing and you’ll start to plan your career through Preparing for Professional Success.

In the second year you’ll deepen your critical and analytical skills in marketing through studying Marketing, Insight, Analysis and Planning and Consumer Behaviour. Core business management modules include Exploring Business Ethics, Project Planning and Control, and Cross-cultural Management. You’ll be introduced to entrepreneurship through Innovation and Business Model Design.  Employability skills will be further enhanced through proactively Working in Industry and learning about Managing People.

Work placement/study abroad option: Between your second and final year, you’ll have the option to study abroad or do a work placement for up to a year. Not only will this give you an amazing experience to talk about but will also give your CV a boost. The University actively encourages and supports students through the Careers and Placements Office and the Hertfordshire Business School Employability team.  Students who gain experience through an Internship, may also have the opportunity to have this recognised in their degree title. If you’d rather go straight to your final year, that’s absolutely fine too.  

In the final year you’ll develop your strategic thinking through Branding and Communications Strategy, Business Strategy and Global Marketing.  You will develop a deeper understanding of the Digital Economy, and Leadership and Organisations. At this level you will enhance your Business and Commercial Awareness, whilst learning how to make Data Driven Marketing Decisions.  Whether you want to work in industry, not-for-profit organisations or set up your own business, you’ll benefit from the latest contemporary thinking in The Future of Marketing.

Your main campus is de Havilland

You’ll share this campus with students from business, law, sport, education, and humanities subjects. The student housing is close to our Sports Village which includes a gym, swimming pool and climbing wall. You can get breakfast, lunch, or dinner in our on-campus restaurant or bar (in the newly built Enterprise Hub) on days you don’t feel like cooking. You can also use the common room to play pool, video games or just to hang out with friends.  Our Learning Resources Centres are open 24/7, which means you can study whenever suits you best. Want to pop over to the other campus? You can take the free shuttle bus or walk there in just 15 minutes.  

What will I study?

Alongside traditional teaching methods of lectures, seminars and tutorials, we operate a web-based student support system called StudyNet where you can expect to find a range of material and communications about every module.

The teaching method for most modules on the course is a one hour lecture followed by a one hour seminar. Typically, a new topic will be introduced in each lecture. The seminars provide an opportunity to discuss and obtain feedback on the topic introduced in the previous week's lecture. Usually, assessment is split between coursework and examination. Coursework may take a variety of forms and could be individual or group work.

Level 0

Module	Credits	Compulsory/optional
Academic Skills	0 Credits	Optional
The aim is to provide the opportunity for students to develop and apply a range of academic skills, which typically include personal organisation and self-management, independent research, analysis, evaluation, writing and presentation. It is flexible learning so it can be taken in any semester. The intended outcome is to enhance students’ skills so that they can improve their university study and related work, to meet organisational and academic needs, now and in the future.

Level 4

Module	Credits	Compulsory/optional
Introduction to Marketing Communications	15 Credits	Compulsory
The module will introduce students to the various traditional and digital marketing communications tools and channels. The module provides a basic understanding of relevant integrated marketing communications, social influence and messaging theories. This module will cover the main areas of advertising, digital marketing tools, content and direct marketing and PR. Students will be introduced to differences between paid, earned and owned media.
Principles of Marketing (CIM)	15 Credits	Compulsory
This module enables students to develop a basic understanding of the key concepts and theories that underpin the marketing profession. Students will study key components of the marketing environment and factors that influence consumer behaviour; the history of marketing and ethical considerations. Topics covered will include segmentation, marketing research, the marketing mix and competitive positioning. Students will apply this knowledge to a range of different contexts such as consumer marketing, business to business and not for profit. This module incorporates the syllabus for the CIM Award in Marketing Principles (L3) which students have the option to take.

Level 5

Module	Credits	Compulsory/optional
Project Planning and Control	15 Credits	Compulsory
Project management is essential in all business development and this module gives students hands-on experience of managing the project process. The module content and assessment strategy allow students to study project planning and control in the context of their chosen discipline and from a general project management perspective, thus developing skills and knowledge transferable to other business and management fields and practice. Students benefit from greater flexibility and support due to a blend of face-to-face lectures and seminars, on-line discussions, a simulated project environment, and use of business software tools such as MS project. The module provides a sound basis for further professional studies such as the Association for Project Management (APM) Introductory Certificate in Project Management.
Managing People	15 Credits	Compulsory
Managing People aims at providing students with an introduction to the management of people in organisations. Content includes: - The development of HRM, theory and practice, contextual factors, strategic approaches. - Recruitment and selection - role of R&S, models of R&S and their application. - Equality and diversity - the case for equality and diversity. Approaches to implementing equality and diversity policies and tackling discrimination in organisations. - Flexibility - managing flexibility. - Performance and reward management - managing people for performance, motivation and the link with reward management. - Employee participation and involvement - definition of terms. Factors affecting the success of employee involvement (EI). Effective communication. - Learning and development - contribution it can make to people performance and business success from identifying needs to evaluation of the outcomes. Managing people activities will be introduced from both strategic and operational perspectives. The role of the HR function and the line manager will be introduced.
Exploring Business Ethics	15 Credits	Compulsory
This module aims to examine and reflect on the ethical behaviour of organisations and employees. To apply ethical theories to real and current organisational cases and activities and reflect on what responsibilities organisations have to society. It discusses guidelines, laws and external pressures and the impact these have on the ethical behaviour of organisations. The behaviour of employees and the individual choices that may when faced ethical dilemmas is also analysed. Content includes: ethical theorists, child labour, bribery, price fixing, working conditions, corporate social responsibility and whistleblowing.
Cross-cultural Management	15 Credits	Compulsory
The module aims to provide students an introduction to a contemporary, applied and critical approach to the study of cross-cultural management in an organisational context. It is particularly relevant to students of International Business and Human Resources, but should also be of interest to any student wishing to pursue a career in international business or involved in working within multi-cultural environments. It will consider a critical examination of cross-cultural management theories and models, cross-cultural aspects of leadership and motivation, cross-cultural communication and multi-cultural team working. Students will also explore theories and models related to expatriation, cross-cultural management and human resource practices and ethics.
Consumer Behaviour	15 Credits	Compulsory
The cognitive versus behavioural approach to consumer analysis is compared and evaluated. The understanding of consumers and their behaviour will enable students to have a greater understanding of target customer segmentation and product/brand positioning for the development of product, pricing, distribution and marketing communication strategies. Perception of the self and brands is considered along with the social issues of behaviour, beliefs and personality and its longer-term impact on consumer learning. The module offers an introduction to the psychology of the consumer, and the impact that this has for the Marketer in creating, developing and delivering customer-valued products and services.
Marketing Insights, Analysis and Planning	15 Credits	Compulsory
The ability to identify, analyse and interpret data from a variety of sources will enable students to gain a greater understanding of how marketing decisions are made and how marketing plans are developed to maximise identified market opportunities. This module will support students seeking to gain a career in marketing planning, customer and market analysis, and marketing management.
Working With Industry	15 Credits	Compulsory
Students will develop further industry knowledge to support their progress into graduate level employment or higher study. They will review the professional development plan that they produced in Preparing for Professional Success in first year. Emphasis in this module will be on implementing their plan, building on their portfolio of experience, and refining their online presence/CV using the experience gained. This module will also prepare students for assessment centres; including revisiting analysis of spreadsheet data; idea generation and presentation techniques.
Innovation and Business Model Design	15 Credits	Compulsory
Students will develop an understanding of innovation, entrepreneurship and value creation through effective business model design. It allows students to foster their creativity and enhance their entrepreneurial mindset by considering a variety of problems and or opportunities across different business contexts. Students generate and validate a viable commercial or social proposal/project by developing evidenced arguments, drawing on research (including numeracy and data analysis skills), and industry insights. Elements of financial analysis will be utilised to support the business model design as part of the proposal, in order to demonstrate feasibility and economic sustainability. The module provides students with opportunities to expand their professional network through participation in real world initiatives (e.g. Business Incubators, local community and extra-curricular University activities).

Level 6

Module	Credits	Compulsory/optional
Business and Commercial Awareness	15 Credits	Compulsory
This module is essentially supported by lectures and workshop-based, where students will role play members of an organisational management team as they develop plan and implement a new product or service for their organisation. The lectures will present theoretical underpinnings for each of the activities required for the case. The workshops will allow students the opportunity to apply theory and develop the skills required via a selection of shorter case based exercises. The module will consolidate functional business knowledge and provide students with an opportunity to integrate theories and gain experience in a simulated business environment.
Strategic Brand Management	15 Credits	Compulsory
This module explores in-depth the concepts of the strategic brand management process and underpinning theories. Content will include international perspectives where appropriate. Students may work in groups to critically analyse elements of brand building, positioning - designing and implementing brand strategies. Students will be required to evaluate their choices and decisions. Students will be guided in workshops in groups throughout the module. They will acquire the necessary skills to research marketing data and to use this information to understand how the strategic brand management process is formulated, planned and executed.
Market and Social Research	30 Credits	Compulsory
This module is designed to provide students with a good understanding of research theory and practice, from the perspective of marketing management. We will look at the development, nature, scope and organisation of research. Identifying and refining problems, formulating objectives (organising hypothesis testing) and setting decision criteria will provide the key to integration in the learning experience process. We will explore the fundamentals of sampling and sample design. Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires, telephone interviewing, focus groups) will follow. The principles and practice of qualitative and quantitative research are analysed in depth. This includes the selection of appropriate methodologies/methods, data collection instruments design, analysis and intepretation of qualitative and quantitative data. We also look at ethics in marketing and social research. Real and hypothetical cases are used to assess differences that exist between industries and types of behaviours.
Contemporary Issues in Marketing	15 Credits	Compulsory
Selected contemporary issues in marketing will be explored from a critical perspective. Students will look at the research methods are used to explore marketing topics and concepts and investigate how different researchers have presented themes in marketing and the arguments they have made.
Leadership and Organisations	15 Credits	Compulsory
This module explores leadership and management within the context of the business organisation, complementing the knowledge and understanding of strategic issues developed through studies on the companion module 6BUS1143 Business Strategy. It examines the development of leadership and management theory as well as discussing contemporary applications of theoretical approaches. Leadership styles and models are analysed, including their impact on follower performance. Students will be constantly reminded that the leaders of organisations often experience strategy in action/implementation as a messy, unstructured process. Up-to-date real world examples will be used, together with textbook cases, to appraise the effectiveness of particular organisational leadership styles and to show how strategic leaders and their followers interact in practice.
Strategic Management	15 Credits	Compulsory
The module will introduce students to a range of issues and challenges confronting strategic leaders of a diverse range of organisations in a turbulent global environment. It will focus on the many conflicting perspectives within the subject of strategic management and consider the problems involved in researching and developing strategies and plans and implementing them within the limitations of the organisation. It considers a range of analytical techniques and concepts, both applying them and critically evaluating their usefulness through the use of case study work. The module identifies the contradictions and paradoxical nature of strategic decision-making and strategic planning. It also focusses on the development of students’ professional skills critical to effective strategy development and implementation. In particular, the module focusses on analytical and critical research skills, team work, leadership and professionalism.
Digital Economy	15 Credits	Compulsory
Topics will include - Definition of digital economy. Development of digital economy. Digital economy as part of the total company profile. Approaches to digital economy. Internal and external effects of digital economy. International methods of digital economy. Strategic advantage and barriers/ challenges faced through the adoption of digital economy.

Study abroad

An opportunity for an amazing experience, which will help make you stand out from the crowd. With more and more companies working internationally, experience of living in another country can make a great impression on future employers.

This course offers you the opportunity to enhance your study and CV with a sandwich year abroad. The University has partnerships with over 150 universities around the world, including the USA, Canada, Asia, Africa, Australia, South America and closer to home in Europe.

If you study abroad between your second and third year of study, you’ll pay no tuition fee to the partner university and no tuition fee to us either. We’ll ask you to make your decision in your second year, so there is plenty of time to think about it.

Find out more about Study abroad opportunities
Work placement
Graduate with invaluable work experience alongside your degree and stand out from the crowd.

This course offers you the opportunity to enhance your study and CV with a work placement sandwich year. It’s a chance to explore career possibilities, make valuable contacts and gain sought after professional skills.

Our dedicated Careers and Employment team are here to help guide you through the process. In past years students have completed placements with:
- KPMG
- PricewaterhouseCoopers
- Clark & Co Accountants
- Lloyds TSB
If you take up a work placement between your second and third year of study, at the University of Hertfordshire you’ll pay no tuition fee for this year. We’ll ask you to make your decision in your second year, so there is plenty of time to think about it.

Find out more about work placements
What if I need support?

You will always find a friendly and supportive welcome in the Hertfordshire Business School (HSB). Our course and module tutors are here to guide you on your academic journey. To enhance your learning, we have a dedicated Centre for Academic Skills Enhancement (CASE), which provides both online and face to face academic skills guidance to all HBS students, enabling you to get the best grades possible. If you need further support and things don’t go according to plan, our pastoral team are also here for you to help you get back on track.
Whether you stay in our ultramodern Halls of Residence or commute to the University you will be a valued member of an active student community and the wider HBS family.

'My time at the University of Hertfordshire has been life-changing through the life skills I have gained. I recognise the importance of independence, as well as having academic goals. I have grown in confidence and am enjoying my placement working as an Events Assistant at the University.'

Riarna Birdi

BA (Hons) Business and Marketing

Check out our student blogs

Alumni Stories

Wai Shan Cheng (Shanice)

Meet Wai Shan Cheng (Shanice) who has gained a wide portfolio of skills since graduating. She is currently a freelance copywriter and entrepreneur.

Current job role	Marketing Director and Entrepreneur
Year of graduation	2003
Course of study	BA(Hons) Marketing

Path to success

Shanice feels that her degree from the University of Hertfordshire provided her with the key principles of marketing to put her on the path to success in her career. She feels the most useful element of the course was the experience of working with others to complete group projects, a skill she uses daily in her current business.

After graduating, Shanice gained experience as a Marketing Executive in the Neon Light Manufacturing Company. This role enabled her to build on her current skills as well as exposing her to other key skills like customer handling, product management and trade show knowledge. Shanice feels that gaining this direct marketing experience after graduation has been key to both her inspiration as an entrepreneur, and her career achievements. Following this role, she worked for a pay TV channel for eight years assisting with channel promotion and marketing services.

Entrepreneur

Shanice founded her company, Kiana Handcraft, in early 2015. She had originally started making handmade hair bows and bow ties during her spare time. However, she soon decided to roll out her products to a wider audience by launching an online shop on Shopify through which she markets and sells her products. Shanice is involved in all aspects of running the company – including monitoring the website, sourcing fabric and materials, accounting, order enquiries and distribution.

In addition to running Kiana Handcraft in her spare time, Shanice joined Panda Group at the start of 2015 as a freelance copywriter. The company offers a full service Brand Design & Marketing Agency. Current clients include Citibank, Disneyland, HSBC, Nielsen, Morgan Stanley and Cathay Pacific. Having proved herself indispensable, Shanice is now their permanent Marketing Director. The role includes seizing new business opportunities, producing cost-effective marketing strategies to clients, and providing detailed costings.

Future goals

In the future Shanice would like to focus on her focus business and work on collaborations: 'I have just started an exciting new collaboration with Kiana Handcraft and the Hong Kong Jockey Club for a crossover promotion with their Swarovski Brooch for Silver Purse Day. My long term goal is to get 5000 likes on Facebook and roll out Kiana Handcraft world-wide.'

I have just started an exciting new collaboration with Kiana Handcraft and the Hong Kong Jockey Club for a crossover promotion with their Swarovski Brooch for Silver Purse Day. My long term goal is to get 5000 likes on Facebook and roll out Kiana Handcraft world-wide.

Alumni Stories

Francesca Francois

Meet Francesca Francois who has had a rich career since graduating. Francesca now works as a Marketing Manager.

Current job role	Marketing Manager
Year of graduation	2010
Course of study	BA(Hons) Marketing and French

University experience

Francesca had a good feeling when she walked around our campus. She visited us three times, just to make sure we were the right choice for her. We certainly were, as Francesca met her husband at Herts, and after twelve years together they married in 2017. She tells us that some of the friends she met at university, she couldn’t live without.

Francesca enjoyed her studies and learnt a lot about working with different types of people. Having the opportunity to learn business, marketing and French within one degree allowed her to fully understand the career she would soon enter. The curriculum interested her, and she welcomed the relevancy of the modules, such as global marketing and corporate social responsibility. Her placement year gave her valuable experience which helped Francesca find employment when she graduated.

Career progression

Francesca has had a rich marketing career. Highlights include working as a marketing manager for Hamleys and her current role as a Europe marketing manager. Francesca says that the key to her successes have been believing in herself and continuously learning. In the future, Francesca would like to set up her own marketing and events company and hopes to offer internships to students at the University of Hertfordshire.

My stand-out moment was definitely meeting my now husband. After nearly twelve years together we finally wed 19th May 2017.

What's next for my career?

Studying business will make you an attractive candidate in today’s competitive job market, particularly when combined with another subject.

The flexibility of this course leaves graduates in a position to take on various business roles within both the public and private sectors or to go on to run their own businesses. Our graduates have gone on to work at Amazon UK, Jaguar Land Rover, Hewlett Packard and the Royal Bank of Scotland.
View our Alumni profiles

Wai Shan Cheng (Shanice) Francesca Francois

Course fact sheets
BA (Hons) Business and Marketing	Download

Programme specifications
BA (Hons) Marketing	Download

Additional information
Sandwich placement or study abroad year	Optional
Applications open to international and EU students	Yes

International/EU applicants without pre-settled status in the UK

Apply through our international/EU application portal

Home and EU applicants with pre-settled/settled status in the UK

Apply using the links below:

2021

Start Date	End Date	Link
20/09/2021	31/05/2022	Apply online (Full Time)
23/09/2021	31/05/2022	Apply online (Full Time/Sandwich)
21/09/2021	31/05/2022	Apply online (Full Time/Sandwich)

2022

Start Date	End Date	Link
20/09/2022	31/05/2023	Apply online (Full Time)
23/09/2022	31/05/2023	Apply online (Full Time/Sandwich)
21/09/2022	31/05/2023	Apply online (Full Time/Sandwich)

Fees and funding
Fees 2021
UK Students

Full time
- £9250 for the 2021/2022 academic year
EU Students

Full time
- £13450 for the 2021/2022 academic year
International Students

Full time
- £13450 for the 2021/2022 academic year
*Tuition fees are charged annually. The fees quoted above are for the specified year(s) only. Fees may be higher in future years, for both new and continuing students. Please see the University’s Fees and Finance Policy (and in particular the section headed “When tuition fees change”), for further information about when and by how much the University may increase its fees for future years.

View detailed information about tuition fees

Read more about additional fees in the course fact sheet

Other financial support

Find out more about other financial support available to UK and EU students

Living costs / accommodation

The University of Hertfordshire offers a great choice of student accommodation, on campus or nearby in the local area, to suit every student budget.

View detailed information about our accommodation

Please note that some of the images and videos on our course pages may have been taken before social distancing rules in the UK came into force.

BA (Hons) Business and Marketing

This course includes the options of:

Work placement*

Study abroad*

Additional requirements

Why choose this course?

What's the course about?

Your main campus is de Havilland

What will I study?

'My time at the University of Hertfordshire has been life-changing through the life skills I have gained. I recognise the importance of independence, as well as having academic goals. I have grown in confidence and am enjoying my placement working as an Events Assistant at the University.'

Check out our student blogs

Student Blogs

My week at a glance

Student Blogs

Something interesting for a prospective student to consider

Student Blogs

What I love most about my course

Student Blogs

Alumni Stories

Meet Wai Shan Cheng (Shanice) who has gained a wide portfolio of skills since graduating. She is currently a freelance copywriter and entrepreneur.

Path to success

Entrepreneur

Future goals

Alumni Stories

Meet Francesca Francois who has had a rich career since graduating. Francesca now works as a Marketing Manager.

University experience

Career progression

International/EU applicants without pre-settled status in the UK

Home and EU applicants with pre-settled/settled status in the UK

2021

2022

Fees 2021

UK Students

Full time

EU Students

Full time

International Students

Full time

Other financial support

Living costs / accommodation

Your main campus is de Havilland