Digital Marketing and Business Management

Choose an accredited Digital Marketing and Business degree from Scotland’s top modern university. With our outstanding industry links, learn how marketing operates in the real world through expert guest speakers, projects that tackle real life business problems, work placements, sales pitches and offsite visits.

Course detail

Start Date

September

Duration

4 years (full-time) / 8 years (part-time)

Award Title

BA (Hons)

UCAS Code

N5N1

Why Study Abertay's BA (Hons) in Digital Marketing and Business Management?

Develop highly-relevant marketing knowledge and skills for the digital era, including social media marketing, brand management, market research and creative design using problem-based learning. 

Choose this degree designed to develop your digital marketing knowledge and business skills. It’s a great way to start building your career as a professional marketer and manager.

We will teach you how to understand different markets, manage customer relationships and communicate your brand strategy effectively. And you’ll learn about business decision making, functions and challenges, making you a highly effective manager. 

From viral videos to influencers promoting their favourite products, you've seen and shared the work of digital marketers. Learn how to use data to get a deep understanding of consumers, and create engaging marketing strategies across digital platforms. At the same time, you'll learn all the different business functions, and gain an appreciation of how closely business and marketing decisions intertwine. There is a huge demand for digital marketers and social media managers, so why not become a well-qualified digital marketing specialist with core business skills, and join them?

Using our outstanding industry links, you will learn how businesses really operate through expert guest speakers, projects tackling real life business problems, work placements, sales pitches and offsite visits. You’ll work on projects for organisations such as:

  • Royal Bank of Scotland (RBS)
  • British Telecom (BT)
  • Heineken
  • Michelin

Why study this course here:

  • Accredited by The Chartered Institute of Marketing (CIM).
  • Sunday Times UK University of the Year 2020 for Teaching Quality.
  • Guardian University Guide 2020 Top 10 in the UK for Student Satisfaction with TeachingCourse and Feedback.
  • National Student Survey 2020 Top 10 UK Universities for Student Satisfaction.

Focussed squarely on employability, this degree gives you a thorough grounding in marketing and business for today’s ever changing world.  Our marketing students graduate with a passion for innovation, teamwork, creative thinking and the ability to solve real-world business challenges. We prepare you for a great career, and a great future.

Compete in International business contests

In association with Stuttgart Media University in Germany, students are tasked with identifying a social or economic challenge and finding a solution to this which they then present back to former students and industry professionals. The top teams are invited to Germany to participate in the final.

Take part in entrepreneurial initiatives

In addition to developing solutions to live business problems, in many of your modules you'll be encouraged to take part in entrepreneurial initiatives to gain additional experience of group working and industry exposure. This is also a great opportunity to work with students from other programmes of study.

Classroom environment - lecturer standing - students sitting listening

Solve real world business problems

Students are asked to come up with solutions to real business problems set by organisations from a range of business sectors, including food and drink, banking, textiles, and telecoms. Working in small teams, students have to apply their studies to practical problems currently being faced by those businesses, before pitching their solution back to the company. 

Work on UK wide competitions

Sponsored by IBM, this UK-wide initiative sees our students competing against other UK universities in hope of winning recognition for the best solution to a social enterprise challenge through simulation activities. We've had five teams in the final over the past nine years!

Male standing talking in front of a projector screen

About Your Modules

The module information featured is intended as an example only, describing the modules our students are taking this year. Modules are reviewed annually and may be subject to change. If you receive an offer to study with us we will send you a Programme document  that sets out exactly which modules you can expect to take as part of your Abertay University degree programme. Please see Terms and Conditions for more information.

Modules

Year 1 Core Modules

You must study and pass all four core modules

Brief description

Introduction to the disciplines of financial and management accounting.

Indicative content:

  • Introduction to financial accounting & management accounting: Accounting theory and practice; Different branches of accounting; Differences between financial and management accounting.
  • Different types of business organisation: The key concepts in financial accounting and the regulatory framework of financial accounting.
  • Basic financial accounting practice: Production of income statement and balance sheet for a sole trader including basic adjustments; Financial ratios.
  • Cost behaviour and measuring operational performance: Classification of costs and revenues and understanding implications of cost behaviour; Using marginal costing to support short-term decision-making; Measuring relevant costs and revenues for decision-making; Limiting factors, close-down, make or buy and other short-term decision; CVP analysis for a single product.
  • Information for planning, control and decision-making: The budgeting process; Preparation of cash budgets; Behavioural aspects of budgeting; Sources of management information.
  • Study techniques: Revising for exams.

Brief description

The fundamentals of contemporary marketing theory and practice.

Indicative content:

  • Making sense of marketing: The nature of marketing within the contemporary environment.The digital transformation of the marketing function.
  • The marketing environment: Methods of evaluating the marketing environment including the use of digital tools and market research. The importance of customers, competitors and other stakeholders in the marketing environment to business performance. 
  • The marketing mix: The evolution of the marketing mix and the informed alignment of the elements of the mix to support organisational goals and objectives. 
  • Managing the marketing practice: The influences and issues involved in making marketing decisions e.g. globalisation, sustainability and understanding the customer.

Brief description

Introduction to the management of people and ideas and how different theories and practices can be used to enhance individual and organisational performance.

Indicative content:

  • Management in context: Organisations as social and economic entities; The influence of social and economic factors on individual and organisational performance; The impact of material and time scarcity on performance.
  • People management: Selection; Motivation; Employees development; Teamwork; Stress; Workplace diversity and equal opportunity; Unconscious bias; Ethical leadership.
  • Ideas management: Creating climate for creativity and innovation; Knowledge sharing networks; Knowledge management.
  • Using research in management practice: Employee opinion survey; Research design; Use of research findings in managerial decision making.

Brief description

Sociological overview of the mass media, its developments, and social impacts.

Indicative content

  • Content: The meaning of the mass media (definition and origins of key terms, the historical emergence of mass mediated popular cultures).
  • Media and technology: Media technology and historical development, theories of technology and technological determinism, social impacts of technology representations of technology in Science Fiction and popular culture)
  • Media cultures: audiences, fans, genres, elite and mass culture.
  • The cultural history of media forms: The Press, Cinema and Television; debates surrounding media effects
  • The Language of crime, violence and conflict: Terrorism and political violence
  • Race and representation in the media.
  • Gender and media culture
  • Celebrity and celebrity culture
  • Gender centred cyber bullying
  • Pornification

Years 1 Option Modules

You must study and pass one option module from Term 1. From Term 2 you must study Digital Marketing Principles (BMT209) plus on eother module of your choosing. a

Brief description

Introduction to the key theories, concepts and functions of management.

Indicative content:

  • Organisational structure and work design: Organisational structure, division of labour, job design.
  • Management theories: Evolution of management theories including, classical, motivational, systems, quality movement, knowledge management.
  • Leadership theories: Foundation of leadership including trait, behavioural and situational theories.
  • Management in practice: Managers’ roles and competencies, management functions – planning, leading, organising, controlling.

Brief description

Introduction to the human resource management function within organisations

Indicative content

  • Personnel management to human resource management - a historical perspective: The origins of personnel management, emergence of HRM, hard and soft HRM.
  • The role of line managers and HRM practitioners: The range and scope of HR activities, distinction between operational and strategic HR activities, the role of the line manager in HR activities.
  • Employee resourcing: Human resource planning; pre recruitment activities, recruitment, selection, employer branding.
  • Employee development: Talent planning; training and development methods, designing learning and development, induction.
  • Employee relations: Control, power and authority in the employment relationship, HRM and employee relations, employee voice, employee participation.
  • Employee reward: Forms of reward, management of reward, reward systems, base pay. incremental pay schemes, contingency pay.
  • Performance management: measuring performance, performance appraisal, dealing with poor performance.

Brief description

Introduction to the nature and sources of law in Scotland.

Indicative content:

  • The origin and nature of law: Theories on the origin and nature of law. Law and other systems of rules. Distinguishing the Civil and Common Law systems. The emergence of Scots Law.
  • Fundamental legal concepts: The nature of obligations, legal rights and legal duties. The nature and concepts of Constitutions, separation of powers and the rule of law. Jurisdiction.
  • Sources of law: Institutional writers, legal treatises and authoritative writings. Custom. Roman Law. Legislation. Case law. Investigating and comparing paper and electronic sources.
  • The system for making and amending law: The legislative process in Scotland, the UK and the EU.
  • The system for interpreting and applying the law: The role of lawyers and the nature of legal services. The role of Judges and Courts. The Civil and Criminal Court system of Scotland. The Court system in the UK and EU. Hierarchy and precedent. Role of Tribunals.
  • Legislative interpretation: The approaches to interpreting legislation in the UK, Scotland and the EU. Rules of interpretation.
  • Case law interpretation: How and why cases are reported. Locating sources. The doctrine of Precedent. Ratio decidendi and obiter dicta. Distinguishing cases. Comparing Scottish, English and EU cases.
  • Construction and communication of legal argument: The nature of legal researching. How to research a legal issue. Developing a legal opinion or argument. Presentation technique. The conventions of legal writing. Citation, abbreviations, terminology.
  • Introduction to library-based information services and research skills: Layout of the library; library resources; Virtual library and catalogue; Virtual library information service; recording and citing sources; using IT applications.
  • Choosing and using specialist sources of information: Specialist sources of information for professional practice (Westlaw, LexisNexis, Pebble+); abstracting and indexing services; press reports; information services outwith the library (electronic journals, internet). Referencing; the conventions of legal writing, citation, abbreviations, terminology.

Brief description

The importance of digital technology in the marketing function in today’s organisation. 

Indicative content

  • Introduction to digital marketing: Discussing the impact of digital transformation on the marketing function. Creating digital strategies that are integrated within the wider marketing strategy and support the organisational goals and objectives.
  • Understanding the digital marketing environment: Examining the internal and external facets of the digital environment that the company operates within including competitors, the digital consumer and the wider digital landscape.
  • The planning process: Exploring the models and methods of planning your digital strategies based on audit data, social listening and company objectives. 
  • Media and tools planning: Selecting the appropriate tools and media to use to support the implementation of the digital marketing strategy.
     

Brief description

Develop a range of skills, knowledge and techniques within the natural, technological and social sciences that are relevant to the study of environmental sustainability and concurrently, life in the twenty-first century. 

Indicative content

  • The Challenge of Sustainable Development: Problems associated with life in the 21st Century and the relationship to scientific provisionalism and uncertainty are discussed.
  • The Genesis of Sustainable Development Concept: Developments associated with the Club of Rome are outlined while Limits to Growth and the Tragedy of the Commons are discussed.
  • Evolution of Sustainable Development: The Reo Summit and Suitability, and Policy Developments thereof will be discussed.
  • Mainstreaming Sustainability: Sustainability and Mitigation, Adaptation and Resilience, as individual and social concerns, will be evaluated. And their role in transformation will be discussed.
  • Communicating Sustainability: Human well-being, Environmental Justice, Environmental Policy and the practicalities of Sustainability in Scotland are discussed.
  • Sustainable Development in Practice: Community Empowerment associated with Land Reform. Energy Production and Food Production in Tayside..
  • Ethics and Sustainability Policy: Active citizenship and Globalisation.
  • Innovating Locally, Transforming Globally: Transformations that are required to embrace Sustainability.
  • Active Relationship for Sustainable Futures: Thinking Globally, acting locally.

Brief description

Social, managerial, economic, political and technical challenges and opportunities associated with emerging renewable energy innovation, production, supply and consumption.

Indicative content

  • Renewable Energy Nontechnical Challenges and Opportunities: Social and political challenges and opportunities of renewable energy production supply and consumption. Economic and environmental challenges of renewable energy production supply and consumption. Strategic and managerial challenges of renewable energy production supply and consumption.
  • Renewable Energy Technological Challenges and Opportunities:. Geotechnical and Geophysical information. Technical limitations and challenges of energy distribution systems and energy storage. Current technological development trend, collaborative innovation in renewable energy.

Brief description

Introduction to tax.

Indicative content

  • Introduction to taxation: General introduction to UK tax system; Administration of tax system; Tax evasion; Tax avoidance; HMRC Charter; Introduction to Income tax.
  • Sources of income: Basis of assessment and allowable expenditure; Capital expenditure; Personal allowances and reliefs; Income and losses arising from property; Employee’s liability for National Insurance contributions.
  • Income from employment: Basis of assessment; Employment income; Non-taxable employment income; Deductible expenses; Administration of the Pay As you Earn (PAYE) system; Benefit-in-kind.
  • Income from self-employment: The calculation of trading profits; Disallowed and allowable expenditure; Trading income allowance ; Basis periods for trading income; Commencement of trade; Cessation of trade; Change of accounting date; Capital allowances; Trading losses and relief; partnerships.

Brief description

Skills and knowledge required to manage the finance of an event.

Indicative content

  • Sources of funding: Determining where funding will come from for your event; funding policies; funding applications to external sponsors; convincing sponsors of the benefits of funding your event.
  • Budgeting and breakeven: Understanding the types of costs involved in the project;  Preparing a simple budget and analysing a complex (pre-prepared) budget; Creating a break-even analysis.
  • Controlling finances: Pre-event controls, operational controls, post control mechanisms..

Brief description

The impact of festivals and events on their host communities.

Indicative Content

  • Introduction: The theoretical background: Basic concepts, ideas, principles of festivals, events and communities; Forces-Stressors-State-Impact-Response (FPSIR) model)
  • Types of events: Local community events to mega and online events
  • Impact of events: Nature of impacts, impact assessments; Economic, social, environmental, tourism, political, psychological
  • Future of events: Introduction to the future, industry perception of events future; future trends and issues. Live streaming.
  • Stakeholders: Stakeholder theory Corporate Social Responsibility theory, 
  • Case studies in events.

Year 2 Core Modules

You must study and pass all three core modules

Brief description

Business Analytics is generally thought to comprise three broad categories: descriptive analytics, predictive analytics, and prescriptive analytics. You need no prior higher education experience in statistics.

Indicative content

  • Descriptive statistics: Descriptive statistics to summarize data. Modifying data using Excel, measures of location, measures of variability, measures of association between two variables and data cleansing.
  • Data visualisation: The most common forms of visualising data and when each form is appropriate. The human mind can process visual images such as charts much faster than it can interpret rows of numbers.
  • Probability - modelling uncertainty: Basic relationships of probability, conditional probability, random variables and probability distributions.
  • Descriptive data mining: Cluster analysis, association rules and text mining.
  • Statistical inference: Sample selection, point estimation, sampling distributions, interval estimation, hypothesis tests.
  • Simple linear regression: The least squares method and the fit of the model.
  • Multiple linear regression: Extension of the simple linear regression model to incorporate multiple independent variables. Statistical inference in regressions, categorical independent variables, model fitting and prediction using regression models.
  • Time series analysis and forecasting: Time series patterns, forecast accuracy, moving averages and using regression analysis for forecasting.

Brief description

The tools and techniques associated with managing projects. Carry out an investigation into a project failure and recommend alternative actions which could have been taken.

Indicative content

  • Project management and project teams
    Intepreting project specifications and objectives, and the requirements of project stakeholders; Key project challenges for individuals and groups: reviewing the key priorities of time and project management; Understanding the role of a project leader; Understanding team work and how effective teams function; Creating and contributing to effective project teams; Managing teams through project delivery; maintaining goal focus, and managing problems
  • Project analysis and planning: Analysing project requirements and sub-tasks. Estimating timelines; deadlines and milestones and activity durations. Constructing a project schedule. Resourcing projects. Allocating and smoothing resources. Using Gantt charts to allocate and monitor resource allocation. Project management tools. Using project management software.
  • Managing projects: Dealing with project risk. Evaluating the probability and potential impact of risk; contingency planning for risk management; project tracking and revision to completion. Evaluating project delivery and management: Analysing the effectiveness of project management processes and the impact of project delivery and non-delivery.
  • Project management methodologies: The use of project management methodologies such as Prince2 and SCRUM.

Brief description

Introduction to research methods for real world research.

Indicative content

  • Introduction to research: Explaining the nature and purpose of research; Classifying the different types of research (quantitative qualitative, mixed methods) and how they map within the different philosophical paradigms (positivism, interpretivism, pragmatism).
  • Dealing with practical Issues: Identifying the main stages in the research process; Identifying/generating a research topic and setting research objectives; Developing a research strategy; Identifying ethical issues in conducting research.
  • Searching and reviewing the literature: Explaining the purposes of a literature review and defining the main steps in conducting it; Searching, evaluating, organizing and synthesizing relevant literature.
  • Data collection and analysis: Approaches to qualitative and quantitative data collection; Data collection using a mixed-methods design.
  • Writing a research proposal: Purpose and structure of a research proposal.
  • Descriptive statistics: Summarisng and visualising data sets; Exploring the relationships between variables.
  • Inferential statistics: Hypothesis testing; Selected hypothesis tests.

Year 2 Option Modules

You must study and pass two option modules of your choosing from Term 1. From Term 2 you must study and pass Digital Marketing Campaigns (BMT210) plus one other module of your choosing.

Brief description

Human resource management theory and practice.

Indicative content

  • Introduction to HRM: Theoretical perspectives to HRM; practical approaches to HRM.
  • Context and HRM: National, international, occupational, organisational and individual contexts of HRM in theory and in practice.
  • Strategic HRM: Introduction to strategic human resource management; ‘best fit’ and ‘best practice’ approaches.
  • HRM, work and wellbeing: Fair work; dignity at work; mental health and stress at work; the benefits and challenges of flexibility.
  • HRM, equality and diversity: Inequalities in the labour market and in the workplace; managing diverse workforce.
  • Managing conflict in the workplace: Conflict in the employment relationship; misbehaviour, discipline and grievance procedures; bullying and harassment; disputes.
  • Contemporary HRM trends and future challenges: Continuity and change in work and employment; gig economy; (ir)responsible HRM.

BMT214 People Planet Profit

 

Brief description

The way in which people's lives are inter-twined with the `digital revolution from a sociological perspective.

Indicative content

  • Everyday digital life: The sociological significance of the incorporation of digital technology within everyday practices. Examples of such practices include: shopping and consumption, education, and games and entertainment.
  • The digital self: The use and impact of digital technology on the ways in which online identities are fashioned, primarily through the use of social media.
  • Contemporary issues: Controversial and/or contemporary issues such as: the use/abuse of 'big data', bots and the Turing Test, higher education and the 'University of Google', trust and reputation online, data-mapped selves.

Brief description

The importance of digital technology in the marketing function in today’s organisation. 

Indicative content: 

  • Introduction to digital marketing: Discussing the impact of digital transformation on the marketing function. Creating digital strategies that are integrated within the wider marketing strategy and support the organisational goals and objectives.
  • Understanding the digital marketing environment: Examining the internal and external facets of the digital environment that the company operates within including competitors, the digital consumer and the wider digital landscape.
  • The planning process: Exploring the models and methods of planning your digital strategies based on audit data, social listening and company objectives. 
  • Media and tools planning : Selecting the appropriate tools and media to use to support the implementation of the digital marketing strategy.

Brief description

Develop a range of skills, knowledge and techniques within the natural, technological and social sciences that are relevant to the study of environmental sustainability and concurrently, life in the twenty-first century. 

Indicative content

  • The Challenge of Sustainable Development: Problems associated with life in the 21st Century and the relationship to scientific provisionalism and uncertainty are discussed.
  • The Genesis of Sustainable Development Concept: Developments associated with the Club of Rome are outlined while Limits to Growth and the Tragedy of the Commons are discussed.
  • Evolution of Sustainable Development: The Reo Summit and Suitability, and Policy Developments thereof will be discussed.
  • Mainstreaming Sustainability: Sustainability and Mitigation, Adaptation and Resilience, as individual and social concerns, will be evaluated. And their role in transformation will be discussed.
  • Communicating Sustainability: Human well-being, Environmental Justice, Environmental Policy and the practicalities of Sustainability in Scotland are discussed.
  • Sustainable Development in Practice: Community Empowerment associated with Land Reform. Energy Production and Food Production in Tayside..
  • Ethics and Sustainability Policy: Active citizenship and Globalisation.
  • Innovating Locally, Transforming Globally: Transformations that are required to embrace Sustainability.
  • Active Relationship for Sustainable Futures: Thinking Globally, acting locally.

Brief description

Social, managerial, economic, political and technical challenges and opportunities associated with emerging renewable energy innovation, production, supply and consumption.

Indicative content

  • Renewable Energy Nontechnical Challenges and Opportunities: Social and political challenges and opportunities of renewable energy production supply and consumption. Economic and environmental challenges of renewable energy production supply and consumption. Strategic and managerial challenges of renewable energy production supply and consumption.
  • Renewable Energy Technological Challenges and Opportunities:. Geotechnical and Geophysical information. Technical limitations and challenges of energy distribution systems and energy storage. Current technological development trend, collaborative innovation in renewable energy.

Brief description

Introduction to tax.

Indicative content

  • Introduction to taxation: General introduction to UK tax system; Administration of tax system; Tax evasion; Tax avoidance; HMRC Charter; Introduction to Income tax.
  • Sources of income: Basis of assessment and allowable expenditure; Capital expenditure; Personal allowances and reliefs; Income and losses arising from property; Employee’s liability for National Insurance contributions.
  • Income from employment: Basis of assessment; Employment income; Non-taxable employment income; Deductible expenses; Administration of the Pay As you Earn (PAYE) system; Benefit-in-kind.
  • Income from self-employment: The calculation of trading profits; Disallowed and allowable expenditure; Trading income allowance ; Basis periods for trading income; Commencement of trade; Cessation of trade; Change of accounting date; Capital allowances; Trading losses and relief; partnerships.

Brief description

Skills and knowledge required to manage the finance of an event.

Indicative content

  • Sources of funding: Determining where funding will come from for your event; funding policies; funding applications to external sponsors; convincing sponsors of the benefits of funding your event.
  • Budgeting and breakeven: Understanding the types of costs involved in the project;  Preparing a simple budget and analysing a complex (pre-prepared) budget; Creating a break-even analysis.
  • Controlling finances: Pre-event controls, operational controls, post control mechanisms.

Brief description

The impact of festivals and events on their host communities.

Indicative Content

  • Introduction: The theoretical background: Basic concepts, ideas, principles of festivals, events and communities; Forces-Stressors-State-Impact-Response (FPSIR) model)
  • Types of events: Local community events to mega and online events
  • Impact of events: Nature of impacts, impact assessments; Economic, social, environmental, tourism, political, psychological
  • Future of events: Introduction to the future, industry perception of events future; future trends and issues. Live streaming.
  • Stakeholders: Stakeholder theory Corporate Social Responsibility theory, 
  • Case studies in events.

Year 3 Core Modules

You must study and pass all five core modules.

Brief description

How companies can improve their competitiveness by using digital solutions.Exploiting technology to transform service delivery through Internet portals, intra-corporate connected environments, social networks. Transforming internal processes and ways of working with partners are strategic issues considered by most organisations, both large and small. 

Indicative content

  • Meaning and scope of e-business and e-commerce: Introduction and overview: current trends and issues. The evolution of e-business.
  • Analysis of firm's external environment: The macro-environment and implications for e-business ventures. Defining industry, segments and target markets for e-business.
  • Analysis of firm's internal environment: The meaning of core competence in e-business; the four virtual spaces of the ICDT framework for interaction with customers; the meaning of the company's value chain and value network.
  • Foundations of value creation in e-business: Understanding of what the value is and elements that contribute to value creation; the value grid and levers of e-value creation.
  • Dealing with disruptive innovations in e-business: Successful imitation and the barriers to imitation; how companies can assess the threat of a disruptive innovation; the ways to deal with a disruptive innovation in e- business. The trade-off between richness and reach in e-business; customer relationship management in the digital context; the concept of mass-customisation.Business models and revenue models in digital business; Digital transformation: a blend of digital technology, people, innovation and creativity; Doing digital (i.e. tactical solutions) vs being digital (i.e. strategic solutions); Implementation by creating a competitive advantage; Protecting digital business from imitation.

Brief description

The role of relationship building and customer experience management to business performance. 

Indicative content

  • Defining the nature of customer relationship management: The use of data and insights to drive the strategic, operational and analytical aspects of relationship management. Aligning customer relationships with organisational visions and objectives. 
  • Understanding customer relationships: Understanding the benefit of relationships to customers and to organisations. The use of technology to evaluate the customer lifecycle, develop customer loyalty and enhance the value of the customer relationship. 
  • Customer portfolio management: The process of using data and insight to support segmenting, targeting and profiling customers andw to analyse the value of the various segments and provide them with tailored, relevant acquisition or retention strategies. 
  • Customer experience management: Using various digital tools to support the delivery of customer-experienced value. Exploring how value of a customer experience is determined and by whom.  The difference between customer experience management and customer relationship management.

Brief description

Consumer behaviour theory and concepts, along with fundamental principles of market research and data analysis to support data-driven decision making in organisations. 

Indicative content

  • Fundamentals of consumer behaviour: Decision-making models and influences on decision-making. Needs, motivation and values. Perception, memory and learning. Attitude theory. Theories on personality, self and identity. Social and group influences on consumer behaviour. Digital consumer behaviour.
  • Principles of marketing research: Designing marketing research projects and identifying researchable questions. The importance of data and data-driven decisions in marketing. Primary research methods in marketing: quantitative and qualitative data collection techniques. Secondary research in marketing. Data quality
  • Data analysis: Using SPSS to analyse, interpret and draw conclusions from quantitative data. Qualitative data analysis 

Brief description

Gain a theoretical and evidence basis for decision-making in marketing communications and creative design. Learm to  create, design, analyse, evaluate, provide recommendations for and plan marketing communications. 

Indicative content

  • Marketing communications theories.
  • Planning effective marketing communication campaigns: context analysis, objectives, marketing communications strategy, creative strategy, marketing communications mix, channel selection, budget and scheduling, evaluation.
  • Developing the creative message: Creative design principles and developing marketing communication materials.
  • The marketing communications mix: Advertising, Public Relations, Sales promotion, Personal Selling, Direct Marketing.
  • Digital marketing communications & digital channels
  • Integrated marketing communications.
  • Responsible marketing communications: societal effects and ethics of marketing communications; legal responsibilities.
  • Psychological perspectives on marketing communications

Brief description

Branding and the role of brands for businesses, consumers and society more broadly. Key theories in brand management, the impact of brands on business success, along with contemporary developments and issues in brand management.

Indicative content

  • How brands work. 
  • Foundations of strategic brand management: brand identity, brand image and brand positioning.
  • Brand equity and measuring brand performance.
  • Managing brands over time: brand portfolios and brand extensions.
  • Brand innovation.
  • Brands, society and sustainability. 
  • Contemporary developments and issues in branding.
  • Online brand communities and digital influences on branding

Year 3 Option Modules

You must study and pass one option module of your choosing.

Brief description

The skills and knowledge needed to launch a small business successfully. Acquire the personal and professional skills needed in order to develop a professional career and/or to succeed as entrepreneurs in Small and Medium sized Enterprises (SMEs).

Indicative content

  • An introduction to entrepreneurship and an analysis of the skills and qualities associated with successful entrepreneurs.
  • Generating successful business ideas.
  • Environmental scanning.
  • Developing a credible business plan that includes evaluating business ideas. Assessing risk and uncertainty; identifying potential customers, markets and market segments; assessing operations, USP and competition; price vs quality and profits.
  • Presenting the business idea.

Brief description

The challenges facing contemporary business organisations in an operating context in which they are expected not only to demonstrate an economic contribution and shareholder value, but increasingly, to do so in a manner that reflects the interests of a range of stakeholder groups and being sustainable.

Indicative Content

  • The changing context of business: The changing nature of organisations: from industrial to post-industrial society; globalisation structures, processes and arguments; 
  • Sustainable business practice: Corporate social responsibility and The Business and Society Relationship; Corporate Citizenship: Social Responsibility, Responsiveness, and Business Performance 
  • Employee well being at work: Employees as stakeholders: issues relating to privacy, safety and employee well-being 
  • The role of third sector organisations; Social and economic exclusion and business; understanding the conditions of inequality and social exclusion; factors influencing social mobility, The social contribution of third sector organisations
  • Corporate social responsibility:  Public Policy and governance: public and third sector 

Brief description

Spend a specified time in a business environment working in an area related to your programme.

Indicative content

  • Placement preparation
  • Placement briefing: Responsibilities of all parties involved; expectations; professional conduct. of placement; requirements of professional conduct.
  • Experiential learning: Supervised Placement carried out 1 day per week for 10 weeks(preferred structure)or 10 day block; feedback; employer assessment, student reflection on performance while on placement.
  • Placement check: Discussions will take place between the placement tutor, student and employer to ensure satisfactory progress is being made.
  • Placement presentation: Prepare a Poster presentation focused on your placement learning and employability skills development, and on learning through experience to peers and employers.
  • Business investigation/Business project: Research within the placement organisation, a business/management issue, or participate in a workplace project and report on the findings/outcomes.

Brief description

How the complexities, dynamics and uncertainties of the contemporary business environment impacts on the organisation of work and the contemporary employment relationship. .

Indicative content:

  • The future working context: The changing context of work, post bureaucratic society, Millennial, and high performance work contexts.
  • The new employment relationship and new forms of control: Flexible work and the precariat, The changing nature of capital - emotional and aesthetic labour; The psychological contract.
  • Conflict in the workplace: The changing nature of power and politics in organisational decision-making and management practice. The changing nature of contemporary employee relations; organisational misbehaviour and counter-productive work behaviours. 
  • Human capital development: The learning organisation and organisational learning, technology mediated work processes, talent sourcing and human capability and knowledge management; career planning and development, rewards and recognition.
  • Outcomes: Learning from high performance organisations; Engaging employees, employee engagement and discretionary effort; building organisational resilience.

 

Year 4 Core Modules

You must study and pass all four core modules

Brief description

Theory and techniques to perform predictive and prescriptive analytics in a business context. Prescriptive analytics differs from descriptive and predictive analytics in that prescriptive analytics indicates a course of action to take. 

Indicative content

  • Predictive data mining: Data sampling, preparation and partitioning; performance measures; the logistic regression; and classification and regression trees.
  • Spreadsheet models: Excel functions for modelling and construct predictive and prescriptive models.
  • Monte Carlo simulation: Simulation and applying the techniques learned to specific business cases.
  • Mathematical optimisation: Main optimisation techniques.
  • Linear optimisation models: Linear programming techniques. 
  • Integer linear optimisation models: The different types of integer linear optimization models and applying excel solver to find solutions.
  • Decision analysis: Decision analysis with and without probabilities, and decision analysis with sample information.

Brief description

The essentials of strategic marketing planning and execution in the contemporary organisation. The influence of various elements in the global and increasing digital landscape on the decision-making process at an organisational level.

Indicative content

  • The essentials of strategic marketing planning: Examine the nature of strategy and strategic decisions. Discuss the contribution of strategic marketing to business performance. Explore the phases of the strategic marketing planning process. 
  • Supporting strategic marketing with data-driven insights: Auditing the marketing environment. Discussing the contribution of analysis to strategic marketing. Conducting competitive analysis. Using insight in defining market segments and selecting target markets. Applying analytical models to evaluate the attractiveness of a marketplace and the efficiency of strategic marketing planning and execution.
  • Contemporary issues influencing strategic marketing decisions: Examining the influence of the sustainable agenda on strategic choices. Creating a blueprint for competing in an evolving world. Discussing the increasing influence of digital technology (for example AI and Machine Learning) on the function of marketing and the future of marketing professionals. Considering the ethical considerations e.g. privacy and data security in the creation and execution of marketing strategies.
  • Designing effective strategic marketing activities: Exploring the process of creating and selecting strategic marketing options. Examining the utility of design thinking in creating effective strategy activities. Criteria for prioritising goals and objectives in strategic activities. Integrating digital technology and tools in the strategic marketing process.

Brief description

Programming languages widely used in the industry for data analysis and machine learning. This is not a module in more advanced programming languages such as C++. 

Indicative content

  • Programming, Data Analysis and Machine Learning: Programming as an important tool for the business analyst.
  • Introduction to Programming: Data structures, algorithms and programming languages. 
  • Programming with Python: Python, one of the most widely used programming language for data analysis and machine learning. 
  • Programming with R: R, another widely used programming language used by data analysts.
  • Data Analysis and Machine Learning: Using Python and R to develop programmes for data analysis and machine learning.

Brief description

Undertake some practical research in response to a current business need of a real company and produce a suitable management report with recommendations.

Indicative content

  • Analysing a problem: Using different analysis techniques such as data flow diagrams, entity relationship modelling and process mapping, examine problems to better understand the current position of the business.
  • Innovation and innovation techniques: Using different creativity and innovation tools to help find solutions to business problems.
  • Innovation for global growth (IGG): Work with multiple organisations - public, private and third sector, on a challenge they currently face. This will provide a scoping opportunity for the problem and a chance to test possible solutions. Prior to this event discussions on professional behaviour and communication will take place.
  • Developing and presenting the solution: Take the solutions identified during IGG and further investigate their suitability. Develop one or more solution to provide an implementation plan for the organisation.

Brief description

Key principles and concepts of public relations, with a focus on their application in the digital environment. Learn to design, plan and evaluate public relations activities in a digital context.

Indicative content

  • Theoretical concepts of public relations, discourse and ethical communication.
  • The digital environment and public relations.
  • Public relations strategy and campaign planning: setting objectives, identifying publics, developing messages, digital media and channel planning, setting appropriate metrics for evaluation.
  • Writing for digital media.
  • Content marketing: content strategy, creation and curation.
  • Social media management.
  • Crisis communication online.
  • Internal communication.
  • Digital events and sponsorship.
  • Reputation management and CSR.

Year 4 Option Modules

You must study and pass one option module of your choosing. 

Brief description

A combination of theory and practice to examine organisational change and transformation in times of uncertainty.

Indicative content

  • Analysing change contexts and drivers: The change context: globalisation, technology, and changing market dynamics; change management and sustainability
  • Theories of change and approaches to change management: Models of change and change management; trans- formational change and organisations; Critical discourse in change management.
  • Human resources issues in change management: Participative change ; managing psychological contracts, social identity, stakeholder positioning and dynamics in times of radical change ; voice, dialogue and rethinking resistances in radical change; Culture, habits and unlearning.
  • Change in context: This will change each year and will form the basis of the guest lectures.
  • Leading and managing change: Transactional and transformational leadership; a competency framework for transformational leadership; values and value-based systems in transformational change;

Brief description

Prepare for graduate recruitment by ensuring you have the professional skills required in the workplace.

Indicative content

  • Analysing the job market: Determining the type of job you would like to move into. Thinking about sectors and finding out what employers want. 
  • Skills audit: Undertaking a skills audit. 
  • Preparing for work: Understanding the trends in your chosen field of employment and employers’ requirements for staff. 
  • Topic specific activity: Options for study of different skills and knowledge.

Brief description

The main concepts, approaches and tools of strategic management in the contemporary business environment. The fundamentals of operations management, such as the supply network, inventory management, and the use of technology in operations processes. 

Indicative content

  • Operations management in its organisational context: The operations function within the organisation and its relationship with other functional areas; The role of the operations manager.
  • Performance Objectives, Operations Strategy and Operations Design: Measuring operations performance, operations strategy, different types of strategies, formulation of operations strategy, product and service innovation, Types of Innovation, stages of product and service innovation, 4Vs.
  •  Capacity Management: Demand v. production, models of capacity planning, measuring capacity (utilisation and efficiency calculations).
  • Inventory Management: Why hold stock? Costs of inventory, ABC analysis, economic order quantity, inventory management strategies.
  • Technology in Operations processes: E-supply chain, IT application in supply chain system, enterprise resource planning, technology strategies.
  • Supply Chain Management: The supply network; designing the supply chain (make or buy); supply chain stages; uncertainly and risk factors, purchasing and supply, materials and distribution management, logistics, balancing flow within a supply chain, managing bottlenecks and restrictions. Supply chain measures, six sigma, strategic alliances and collaborative partnerships, characteristics of supply chains in the contemporary global economy.
  • Outsourcing: Make or buy decisions in sourcing strategy; supplier selection; outsourcing supply chain management; co- ordinating supply and managing supplier relationships & partnerships, supply chain risks management.
  • The customer interface: Meeting customer requirements, forecasting demand, lean operations and JIT, lean principles, reducing waste.
  • Strategy and the organisation: Strategic analysis; strategic thinking; levels of strategy.
  • Strategy context: Industry analysis: turbulences and dynamics. Porter’s five forces.
  • Business level strategy: Business level strategy and sources of competitive advantage.
  • Corporate level strategy: Generic strategies; hybrid strategy; value chains.

How the Course Works

It’s flexible

Tailor what you study to suit your own interests and career aspirations. This degree is part of a larger portfolio of 12 courses covering business, accounting and marketing.  

The first two years covers a common curriculum including the basics of business, accounting, and marketing meaning there’s the flexibility to swap between all of or some of the courses depending when you join.

The course options within the Marketing stream are:

Joining us in Year 1: You can choose to specialise within Marketing, add one of the  extra subjects above to it, or even move to an accounting or business course in year 2. In year 3 you can still move within any of the courses in the Marketing stream.

Joining us in Year 2 or 3: You can transfer within the Marketing stream at the start of both years.

Shape your own learning journey

Our academics will provide advice and full support about transferring, and help you choose your modules as you progress through the years. 

Your chosen specialism will be reflected in your degree title e.g. BA (Hons) Digital Marketing and Business Management - or if you choose not to specialise, you will graduate in BA (Hons) Marketing and Business Management.

Transfering between the courses is straightforward, so only apply for one of them.

Learning and Assessment

You’ll be assessed via a combination of methods:

  • Portfolio projects
  • Presentations
  • Examinations
  • Group work
  • Simulations
  • Work assessments.

We also have international partner institutions, from the US to Asia, and all stops in between, where you can study in English for a term or a year. This is an excellent opportunity to boost your CV, as it shows your willingness to experience different cultures and methods of working.

Accreditations

This degree is accredited by the Chartered Institute of Marketing (CIM). It's a mark of the quality and the valuable skills our marketing students gain. Successfully completing the course takes you partway towards a professional CIM qualification.

Professional Marketing Qualifications from CIM graduate gateway logo blue

Entry Requirements

Please note: All applicants must have passes in English and Maths - National 5 grade C or GCSE grade C/4 or equivalent.  National 5 ESOL is accepted in lieu of National 5 English.

Below are the literate subjects we accept for entry on this course:

One of the following: Business Management; Classical Studies; Economics; English; ESOL; Geography; History; Media Studies; Modern Studies; Philosophy; Politics; Psychology; Religious, Moral and Philosophical Studies; Sociology

If there is a subject that does not appear, please contact our Admissions Office (admissions@abertay.ac.uk) who will be able to confirm whether or not it would be considered for entry.

Please visit our Entry from College pages for suitable College courses.

See information about studying and applying to Abertay for International students.

Qualification Type Grade Requirements Essential Subjects
Higher (standard entry) BBBB Literate subject
Higher (minimum entry) We may make you an offer at the minimum entry grades if you meet the criteria. Find out if you're eligible for minimum entry (see below). BBC Literate subject at B
A-Level CCC Literate subject
Irish Highers H3H3H3H3 Literate subject
International Baccalaureate 28 Points Literate subject at S5 or H4
BTEC Extended Diploma MMM Business (all pathways)
AHEAD - Successful completion of the relevant stream of our AHEAD programme
SWAP Access BBB Access to (one of the following):- University Study, Community, Education & Humanities, Arts & Social Science and Primary Education, Languages with Business, Languages, Arts & Social Science, Humanities & Primary Education, Arts & Humanities, Humanities, Humanities (Teaching), Degree Studies
Qualification Type Grade Requirements Essential Subjects
Advanced Higher BBB Business Management
A-Level BBB Business Studies
BTEC Extended Diploma DDD Business
HNC/HND - Our Entry from College pages list approved HNC/HND courses
Qualification Grade Requirements Essential Subjects
HND - Our Entry from College pages list approved HND courses

We accept a wide range of qualifications from applicants from across the world. Please select your country from the searchable list below to view different qualification entry requirements. If you have different qualifications to those listed, please contact us using the form below.

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Academic Requirements

Applicants will typically be required to achieve CCC at A-Level, to include any essential subject(s).

Applicants will typically be required to pass the International Baccalaureate (IB) Diploma with an overall score of 28 points, to include any essential subject(s) at S5 or H4.

English language: English B at S5 or H4 is accepted. For English A, no grade is specified. For alternative English language qualifications, please see below.

Applicants will typically require a High School GPA of 3.0, plus one of the following:

  • SAT (I) score of 1100
  • 3 AP Tests at grades 333
  • 3 SAT Subject Tests at 600
  • ACT Composite score of 25

A combination of AP/SAT II tests may be used, provided they are in different subjects.

Applicants will typically be required to pass the Caribbean Advanced Proficiency Examination (CAPE) with 6 units as follows: 4 units at III, 2 units at IV, to include any essential subject(s) at III.

Applicants will typically be required to pass the European Baccalaureate with an overall grade of 70%, to include any essential subject(s) at grade 7.

English language: English Language 1 at grade 6 or English Language 2 at grade 7 are accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the NECO in at least five subjects at an average of B/C, and the first year of a university degree in a relevant subject with an average grade of 54%/2.00, to include any essential subject(s) at 60%/2.70.

English language: English at C6 or higher in the NECO is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the WAEC in at least five subjects at an average of B/C, and the first year of a university degree in a relevant subject with an average grade of 54%/2.00, to include any essential subject(s) at 60%/2.70.

English language: English at C6 or higher in the WAEC is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Diplomë e Maturës Shtetëore with an overall grade of 7.5, to include any essential subject(s).

Applicants will typically be required to pass the Baccalauréat Technique / Commercial with an overall grade of 14, to include any essential subject(s).

Applicants will typically be required to pass the Baccalauréat de l'Enseignement Secondaire with an overall grade of 14, to include any essential subject(s).

Applicants with national school qualilfications will typically be required to pass the first year of a university degree in a relevant subject with an average grade of 12/20, to include any essential subject(s).

Applicants will typically be required to pass the Trayecto Técnico Profesional with an overall grade of 6.5, to include any essential subject(s).

Applicants will typically be required to pass the Título de Técnico Superior/Universitario with an overall grade of 6.5, to include any essential subject(s).

Applicants will typically be required to pass the Araratian Baccalaureate at Extended Level with grades CCC, to include any essential subjects.

Applicants will typically be required to pass the Certificate of Secondary General Education wih an average of 13 and the first year of a university degree in a relevant subject with an average grade of 64%, to include any essential subject(s).

Applicants will typically be required to pass the Year 12 Certificate plus ATAR rank of 77 or Overall Position of 11, to include any essential subject(s) at Year 12 with grade B, grade 3 or Sound Achievement.

Applicants will typically be required to pass the Reifeprüfung/Maturazeugnis with an overall grade of 2.8, to include any essential subject(s) at grade 2.

English language: English at grade 2 in the Reifeprüfung/Maturazeugnis is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Tam Orta Tahsil Hazzinda Aggestat with an average of 4, and the first year of a university degree in a relevant subject with an average grade of 62%, to include any essential subject(s).

Applicants will typically be required to pass the Shahadat Al-Thanawaya Al-Aama/General Secondary Education Certificate with an average of 60%, and the first year of a university degree or post-secondary diploma in a relevant subject with an average grade of 65% or 2.25 (on the 4 point scale), to include any essential subject(s).

Applicants will typically be required to pass the Intermediate/Higher Secondary School Certificate at an average of 2.5, and the first year of a university degree in a relevant subject with an average grade of 50% or C+, to include any essential subject(s) at 60% or grade B.

Applicants will typically be required to pass the Certificate of General Secondary Education at an average of 6, and the first year of a university degree in a relevant subject with an average grade of 6.0, to include any essential subject(s).

Applicants will typically be required to pass the Certificate d'Enseignement Secondaire Supérieur with an overall grade of 60%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Diploma van secundair onderwijs with an overall grade of 60%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Abschlusszeugnis der Oberstufe des Sekundarunterrichts with an overall score of 60%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Diploma de Bachiller at 64%, and the first year of a university degree in a relevant subject with an average grade of 63%, to include any essential subject(s) at 70%.

Applicants will typically be required to pass the General Certificate of Secondary Education at an average of 4.5, and the first year of a university degree in a relevant subject with an average grade of 70%, to include any essential subject(s).

Applicants will typically be required to pass the Certificado de Conculsão de Segundo Grau with an average score of 8.0, to include any essential subject(s) at grade 8.0.

Applicants will typically be required to pass the Certificado de Conclusão de Ensino Médio with an average score of 8.0, to include any essential subject(s) at grade 8.0.

Applicants will typically be required to pass Brunei A Levels in 3 subjects at grades CCC, to include any essential subject(s).

Applicants will typically be required to pass the Diploma za Sredno Obrazonvanie with an average score of 4.5, to include any essential subject(s) at grade 5.

Applicants will typically be required to pass the Diploma of Upper Secondary Education at average of C, and the first year of a university degree in a relevant subject with an average grade of 65%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Baccalaureat or Baccalaureat Technique at an overall grade of 12, to include any essential subject(s) at grade 12.

Applicants will typically be required to complete the Secondary School Diploma or Diplôme d'Études Collégiales with five grade 12 subjects at an average of 65%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Licencia de Education at an average of 4.5, and the first year of a university degree in a relevant subject with an average grade of 4.5, to include any essential subject(s) at grade 5.

Applicants will typically be required to complete Senior Middle/High School Certificate/Diploma at an average of 75%, to include any essential subject(s) at 77%; and pass GAOKAO with 500 points (based on the 750 points scheme).

Applicants will typically be required to pass the Bachiller Academico at an average of 3.25, and the first year of a university degree or Tecnico Universitario in a relevant subject with an average grade of 3.3, to include any essential subject(s) at grade 3.

Applicants will typically be required to pass the Svjedodžba o Maturi with an overall grade of 3.2, to include any essential subject(s) at grade 3.

Applicants will typically be required to pass the Apolytírio Lykeíou with an overall grade of 17.0, to include any essential subject(s) at grade 17.

Applicants will typically be required to pass the Vysvědčení o maturitní zkoušce with an overall grade of 2.4, to include any essential subject(s) at grade 3 (Dobrý).

Applicants will typically be required to complete the Studentereksamen (STX), including 3 Level A subjects an overall grade of 7, to include any essential subject(s) at grade 7.

English language: Studentereksamen English Level A or B at grade 7 is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Título de Bachiller at an average of 7.0, and the first year of a university degree in a relevant subject with an average grade of 13 / 60%, to include any essential subject(s) at 60%.

Applicants will typically be required to pass the Gumaasiumi lõputunnistus with an average score of 3.2, to include any essential subject(s) at grade 4; and pass 3 state examinations at a minimum of 55% (or 2 states examinations plus C1 Advanced English CAE or IELTS).

English language: 75% in the English state examination is accepted, or C1 Advanced English CAE or IELTS (overall score 6.0 with no band lower than 5.5). For alternative English language qualifications, please see below.

Applicants will typically be required to complete the Studentsprogv at an overall grade of 7, to include any essential subject(s) at Level A grade 7.

Applicants will typically be required to pass the Ylioppilastutkinto/Studentexamen at an overall grade 4, to include any essential subject(s) at grade 5.

English language: Advanced English at grade 5 within the Ylioppilastutkinto/Studentexamen is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Baccalauréat Général/Professionnel/Technologique at an overall grade 12, to include any essential subject(s) at grade 13.

English language. English at grade 14 in the Baccalauréat Général/Professionnel/Technologique is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Option Internationale du Baccalauréat at an overall grade 11, to include any essential subject(s) at grade 13.

English language. English at grade 13 in the Option Internationale du Baccalauréat is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Sashualo Skolis Atestati (Secondary School Certificate) at an average grade of 7, and the first year of a university degree in a relevant subject with an average grade of 65%, to include any essential subject(s).

Applicants will typically be required to pass the Shualo Specialuri Sastsavleblis Diplomi (Special School Leaving Diploma) at an average grade of 7, and the first year of a university degree in a relevant subject with an average grade of 65%, to include any essential subject(s).

Applicants will typically be required to pass the Abitur with an overall grade of 2.4, to include any essential subject(s) at grade 11.

English language: Abitur English at grade 10 is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Greek Apolytirion of Geniko Lykeio at grade 17 and 3 Pan-Hellenic exams at an average of 16, to include any essential subject(s) at grade 17.

Applicants will typically be required to pass the Hong Kong HKDSE at 3333 in 4 core subjects, with elective subjects at 333 (for 3 electives) or 43 (for 2 electives), to include any essential subject(s) at 3.

Applicants will typically be required to pass the Érettségi Bizonyítvány at an overall grade 4.0, with 2 higher subjects at grade 4, to include any essential subject(s).

Applicants will typically be required to pass the Stúdentspróf at an overall grade 6, to include any essential subject(s) at grade 6.

Applicants will typically be required to pass the Indian Senior School (Year 12) exam at an average of 60%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Sekolah Menengah Kejuruan/Madrasah Aliyah (SMK / MA) at 71%, to include any essential subject(s).

Applicants will typically be required to pass the Post School Qualification Diploma 1 at 2.2, to include any essential subject(s).

Applicants from Ireland should check the UK Year 1 Entry tab for entry requirements with Irish Highers.

Applicants will typically be required to pass the Te'udat Bagrut or Bagrut with at least 2 subjects at level 5 and 1 subject at level 4 at an average of 60%, to include any essential subject(s) at Level 5 with 65%.

Applicants will typically be required to pass the Diploma di Esame di Stato at 70%, to include any essential subject(s) at grade 8 (on the 10 point scale) or grade 16 (on the 20 point scale).

Applicants will typically be required to pass the Upper Secondary School Leaving Certificate at grade 3.5, to include any essential subject(s) at grade 4.

Applicants will typically be required to pass the Certificate of Completed Secondary Education at an average of 3, and the first year of a university degree in a relevant subject with an average grade of 70% / 2.33, to include any essential subject(s).

Applicants will typically be required to pass the Kenya Certificate of Secondary Education (KCSE) at an average of B, and the first year of a university degree in a relevant subject with an average grade of 50%, to include any essential subject(s) at 55%.

Applicants will typically be required to pass the Certificate of Complete General Secondary Education at an average of 3, and the first year of a university degree in a relevant subject with an average grade of 3.4, to include any essential subject(s).

Applicants will typically be required to pass the Atestas par vispārējo vidējo izglītību with an average score of 7, to include 3 state exams at a minimum of 70%, to include any essential subject(s) at 70%.

English language: 80% in the English state exam is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Baccalauréat Libanais or Baccalauréat II with 12, to include any essential subject(s) at grade 12.

Applicants will typically be required to pass the Brandos Atestatas with an average score of 7 with a minimum of 70% in 3 state exams, to include any essential subject(s) at grade 8.

English language: 80% in the English state exam is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Diplôme de Fin d'Études Secondaires at an overall grade of 42, to include any essential subject(s) at grade 44.

Applicants will typically be required to pass the Certificate of Higher Secondary Education with 70%, to include any essential subject(s) at 73%.

Applicants will typically be required to pass the Ensino Secundário Complementar with grade 2.6, to include any essential subject(s) at grade 3.

Applicants will typically be required to pass the Cambridge Overseas Higher School Certificate (COHSC) with grades CCC, to include any essential subject(s) at grade C.

Applicants will typically be required to pass the Malawian School Certificate of Education at grade 5, and the first year of a university degree in a relevant subject with an average of 60%, to include any essential subject(s).

Applicants will typically be required to pass the Sijil Tinggi Persekolahan Malaysia (STPM) with a minimum of 3 subjects at BCC or 2.30 GPA, to include any essential subject(s) at grade B/3.

Applicants will typically be required to pass the Unified Examination Certificate (UEC) with 4 subjects at 70% / B5 B5 B5 B5, to include any essential subject(s) at grade 75%/B5.

Applicants will typically be required to pass the Matriculation Certificate Examination with grades BC at Advanced level and CCCC at Intermediate level, to include any essential subject(s) at Advanced level grade C.

Applicants will typically be required to pass the Diplomă de Bacalaureat with an overall grade of 6.0, to include any essential subject(s) at grade 7.

Applicants will typically be required to pass the Certificate of Secondary Education at 70%, and the first year of a university degree in a relevant subject with an average of 70%, to include any essential subject(s).

Applicants will typically be required to pass the Higher Secondary Education Certificate (HSC) with 65%, to include any essential subject(s) at 65%.

Applicants will typically be required to pass the Voorbereidend Wetenschappelijk Onderwijs (VWO) with an overall score of 6.6, to include any essential subject(s) at grade 7.

English language: English at grade 8 in HAVO is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Secondary School Leaving Diploma/Matura with an overall grade of 3.5, to include any essential subject(s) at grade 3.

Applicants will typically be required to pass the Vitnemål for Vidergaende Opplaering with an overall average of 3.6, to include any essential subject(s) at grade 4.

English language: English at grade 4 in the Vitnemål for Vidergaende Opplaering is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Higher Secondary School Certificate at an average of 60%, and the first year of a university degree in a relevant subject with an average grade of 60%/2.5, to include any essential subject(s) at 68%.

Applicants will typically be required to pass the Matura with an average score of 60%, to include 3 Advanced subjects at a minimum of 50%, to include any essential subject(s) at Advanced level with a score of 70%.

Applicants will typically be required to pass the Diploma/Certificado Nível Secundário de Educação with an overall grade of 14, to include any essential subject(s) at grade 16.

Applicants will typically be required to pass the Qatar Senior School Certificate (Shahadat Al-Thanawaya Al-Aama) at an average of 60%, and the first year of a university degree in a relevant subject with an average grade of 2.0/70%, to include any essential subject(s) at 2.5/75%.

Applicants will typically be required to pass the Diplomă de Bacalaureat with an overall grade of 7, to include any essential subject(s) at grade 8.

Applicants will typically be required to pass the Attestat o Srednem Obrzovanii (Certificate of Secondary Education) at an average of 4, and the first year of a university degree in a relevant subject with an average grade of 3.5, to include any essential subject(s).

Applicants will typically be required to pass the General Secondary Education Certificate (Tawjihiyah) with an average of 60%, and either the post-secondary diploma or first year of a university degree in a relevant subject with an average grade of 3.0/70%, to include any essential subject(s) at 75%.

Applicants will typically be required to pass Singapore GCE A-Levels with grades CCC, to include any essential subject(s) at grade 75%/B5.

Applicants will typically be required to pass the Vysvedčenie o maturitnej skúške at grade 2.4, to include any essential subject(s) at grade 2.

English language: English at B2 level at grade 2 in the Vysvedčenie o maturitnej skúške is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Maturitetno spričevalo at grade 3.5, to include any essential subject(s) at grade 4.

Applicants will typically be required to pass the National Senior Certificate (with Matriculation Endorsement) with 4 subjects at 5555, to include any essential subject(s).

Applicants will typically be required to pass the Título de Bachiller with an average score of 6.8, to include any essential subject(s) at grade 7.

Applicants will typically be required to pass the Sudan School Certificate with an average of 60%/C, and the first year of a university degree in a relevant subject with an average grade of 65%/B, to include any essential subject(s).

Applicants will typically be required to pass the Avgangsbetyg/Slutbetyg fran Gymnasieskola with an average score of 15.5, to include any essential subject(s) at level 5 grade B.

English language: English Level 5 at grade B or English Level 6 at grade C in the Avgangsbetyg/Slutbetyg fran Gymnasieskola is accepted. For alternative English language qualifications, please see below.

Applicants will typically be required to pass the Certificat de Maturité or the Maturitätszeugnis or the Attestato Di Maturità with an overall grade of 4.2, to include any essential subject(s) at grade 4.

Applicants will typically be required to pass Maturitätszeugnis with an overall grade of 4.2, to include any essential subject(s) at grade 4.

Applicants will typically be required to pass the Attestato Di Maturità with an overall grade of 4.2, to include any essential subject(s) at grade 4.

Applicants will typically be required to pass the Certificate of Complete General Secondary Education at an average of 3, and the first year of a university degree in a relevant subject with an average grade of 3.4, to include any essential subject(s).

Applicants will typically be required to complete the Certificate of Secondary Education/Maw 6 with an average of 70%/3.0, to include any essential subject(s) at grade 3; or complete the first year of a university degree in a relevant subject with an average of 2.0, to include any essential subject(s) at 2.5.

Applicants will typically be required to pass the High School Diploma at an average of 55%, and the first year of a university degree in a relevant subject with an average grade of 2.9 (on the 5 point scale) or 55 (on the 100 point scale), to include any essential subject(s).

Applicants will typically be required to pass the Certificate of Secondary Education at an average of 3, and the first year of a university degree in a relevant subject with an average grade of 3.5, to include any essential subject(s).

Applicants will typically be required to pass the Certificate of Complete General Secondary Education, and the first year of a university degree in a relevant subject with an average grade of 65% / 2.2 (on the 4 point scale) / 4.0 (on the 5 point scale), to include any essential subject(s).

Applicants will typically be required to pass the General Secondary Education Certificate Examination at 65%, and the first year of a university degree in a relevant subject with an average grade of 2.0, to include any essential subject(s) at grade 2.3.

Applicants will typically require a High School GPA of 3.0, plus one of the following:

  • SAT (I) score of 1100
  • 3 AP Tests at grades 333
  • 3 SAT Subject Tests at 600
  • ACT Composite score of 25

A combination of AP/SAT II tests may be used, provided they are in different subjects.

Applicants will typically be required to pass the Diploma of Academic Lyceum at an average of 3, and the first year of a university degree in a relevant subject with an average grade of 60%, to include any essential subject(s).

Applicants will typically be required to pass the Título de Técnico Superior Universitario, and the first year of a university degree in a relevant subject with an average grade of 50% / 6.1 (on the 10 point scale) / 12 (on the 20 point scale), to include any essential subject(s).

Applicants will typically be required to pass the Zimbabwe General Certificate of Education at Advanced Level with grades CCC, to include any essential subject(s).


English Language Requirements

All courses at Abertay University are taught in English. If your first language is not English, you will need to demonstrate that you meet our English language requirements. Accepted English language qualifications include:

IELTS - overall score of 6.0 with no band lower than 5.5

TOEFL - overall score of 78 (individual elements: L-17, R-18, S-20, W-17)

Cambridge FCE/CAE/CPE - overall score of 169 on Cambridge Grading Scale

International Baccalaureate - English B at S5 or H4, English A no specific grade required

European Baccalaureate - English Language 1 at grade 6 or English Language 2 at grade 7

You do not need to prove your knowledge of English language if you are a national of certain countries. Please see English Language Requirements for the full list of accepted qualifications and further details.

 

If your academic qualifications aren't listed above, or if you have any further questions, please contact our international team using the form below. There is also lots of useful information for international applicants on our international pages.


Contact our International Team

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Not sure if you're eligible for entry?

If you have the potential and motivation to study at university, regardless of your background or personal circumstances, we welcome your application.

We understand some people have faced extra challenges before applying to university, which is why we consider the background in which your academic grades have been achieved when making an offer.

If you expect to receive passes in three Scottish Highers (grades A-C) and have either ...

  • been in care
  • participated in a targeted aspiration-raising programme such as LIFT OFF, LEAPS, FOCUS West, or Aspire North
  • no family background of going to university
  • attended a school or lived in an area where not many people go to university

... we encourage you to submit an application.

Fees and funding

The course fees you'll pay and the funding available to you depends on factors such as your nationality, location, personal circumstances and the course you are studying. 

More information

Find out about grants, bursaries, tuition fee loans, maintenance loans and living costs in our undergraduate fees and funding section.

Scholarships

We offer a range of scholarships to help support your studies with us.

As well as Abertay scholarships for English, Welsh, Northern Irish and international students, there are a range of corporate and philanthropic scholarships available. Some are course specific, many are not. There are some listed below or you can visit the Undergraduate scholarship pages.

Abertay International Scholarship

This is an award of up to £12,000 for prospective international undergraduate students.

Abertay rUK Scholarship

This is a £4000 award for prospective undergraduate students applying from England, Wales or Northern Ireland.

The Robert Reid Bursary

Two £1,000 awards for students who have overcome challenges to attend university.

H & A Scott

A £1,275 award for one Year 3 student on the Marketing and Business, Business and Human Resource Management, Business Management or Acc and Finance.

Careers

Graduates who’ve specialised in marketing at Abertay have gone on to enjoy successful careers in all areas of marketing, including:

  • Marketing managers
  • Global marketing executives
  • PR and marketing managers
  • Brand managers
  • Community managers
  • Advertising managers
  • Sales managers
  • Market research analysts
Outside view of the entrance to Abertay Universities Dundee Business School

Choose Your Path

The blend of skills and knowledge, and the practical engagement throughout the course, prepares you for careers with key corporate players in the UK and abroad. Our alumni have found jobs in companies, including:

  • Bon Accord
  • Red Bull
  • Thermo Fisher Scientific
  • Procter & Gamble
  • Highland Spring
  • Unilever
  • RBS
  • NCR
  • Aviva
  • EE
  • Brightsolid
  • Amazon
  • L’Oreal Malaysia
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Get inspired

Meet some of our Business graduates and find out what they've gone on to do.

A picture of Andy Campbell sitting in an office

Andy Campbell

Andy is a Marketing Executive for Henderson Loggie Chartered Accountants.

Find out more

A picture of Hannah Reyes smiling

Hannah Reyes

Hannah travels the world to manage her clients's online advertising with Google and its partner sites.

Find out more

Catherine Robertson

Catherine Robertson

Catherine co-owns Robertson Collaborate Marketing Consultancy in Dundee.

Find out more

Always-On Online Open Day

We aim to immerse you in student life here at Abertay and give you a true feel for our courses and our amazing academic community.

Experience our Always-On Open Day anytime for a mix of:

  • Subject and course presentations and videos.

  • Campus tours, info on applying, funding, student support and accommodation.

  • What the city of Dundee is like to live in.

Take time to soak it all in.

SEE ONLINE OPEN DAY

 

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Unistats

Unistats collates comparable information in areas students have identified as important in making decisions about what and where to study. The core information it contains is called the Unistats dataset (formerly the Key Information Set (KIS)).

Ready for more? Take the next step

Come to an Open Day

Book now to see for yourself our city centre campus, talk to lecturers and engage with current and past students.

Get Prospectus

Our latest undergraduate prospectus is a great read if for those looking to start at Abertay in 2019.

Find out How to Apply

Learn everything you need to know about applying to study with us from UCAS deadlines to entry requirements.

Ask Us a Question

Get all of your questions answered: call us, emails us or chat with us online. We are here to help!