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Duration of programme: 4 years (where students join the programme in year 1); for Stage 2 entry you will follow the Marketing and Business Management degree programme. For Stage 1 entry you will follow the new BA with Honours Marketing programme.
Award on successful completion: Bachelor of Arts with Honours
Location of delivery: Abertay University, Bell Street, Dundee
Accreditation: Accreditation from the Chartered Institute of Marketing
Composition of the programme: 120 SCQF (Scottish Credit and Qualifications Framework) credits in each academic year, delivered mostly in modules of 20 credits each, with 60 credits taken in term 1, and 60 credits in term 2 each year. A 40-credit independent dissertation is included in the final year.
Contact hours and workload: Each academic year typically requires 1200 hours of student effort; on average across the 4 years of this programme, 23% of that time is in lectures, seminars and similar activities; the remainder is independent study.
Assessment methods: A variety of assessment methods are used, which include portfolios, commercial reports and pitches, class tests, exams, coursework and presentations.
Academic staff: This programme is delivered principally by staff in the Dundee Business School in the Faculty of Design, Informatics and Business. Staff profiles can be viewed at https://www.abertay.ac.uk/academic-faculties-and-graduate-school/faculty-of-design-informatics-and-business/
Core modules in the programme:
Business Analytics
People, Planet, Profit
Theory & Practice in HRM
Digital Marketing Principles and Campaigns
Budgeting and Cases in Events Management
Market Intelligence & Consumer Behaviour
Marketing Communications & Design
Digital Business Strategy
Employability and Careers
Brand Management
Strategic Marketing
Business Ethics in Society
Marketing Dissertation
Other modules that may be offered, but are subject to change over time: (options for Stage 2 entry in 2026 only; Stage 1 entry, see next section)
Predictive Analytics
Work placement
Entrepreneurship & Business Start-up
Future of Work
Strategic Management
Contemporary Issues in Business
International Business & Management
Developments in the discipline: This programme must change over time based on new developments within the field of marketing and business. This is particularly likely in areas such as the use of technology for information sharing, technological change in relation to business need and organisation, and the impact of globalisation on marketing and business.
This degree programme is being phased out of the business school portfolio and will be replaced by a BA (Hons) in Marketing for year 1 applicants in 2026/7. Year 2 and year 3 students will still study the BA (Hons) Marketing & Business course as outlined above.
For year 1 students, the new BA (Hons) Marketing is currently undergoing interview review. Below is the proposed—yet unconfirmed—structure of the programme:
Core modules in the programme: Stage 1 Entry for 2026 – all years, all modules per year
Year 1: Business & Academic Skills; Business Data; Introduction to Marketing; and People & Processes
Year 2: Professional Skills; Operations Management; Services Marketing; Marketing Influence and Perception; Digital and Social Media Marketing
Year 3: Business In Practice; Consumer Behaviour and Customer Experience; Public Relations and Corporate Affairs; Marketing Communications and
Design; Event Marketing
Year 4: Final Year Project; Contemporary Issues; Contemporary Marketing Strategy; Global Branding