Marketing and Business

Choose a CIM-accredited Marketing and Business degree from Scotland’s top modern university. With our outstanding industry links, learn how businesses operate 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



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

Award Title

BA (Hons)



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

Dundee Business School invites you to develop highly relevant marketing knowledge and skills for a digital era, including social media marketing, brand management, market research and creative design using problem-based learning methodology. This programme is designed to build your career as a marketer and professional manager in a small or large organisation.

Our hugely popular marketing and business degree has been accredited by the CIM (Chartered Institute of Marketing). The programme is designed to develop marketing graduates with a passion and flair for innovation, creative design and the ability to seize real-world business opportunities.

You’ll also engage frequently with industry through guest speakers, client projects, placements, sales pitches and offsite visits. Our students have recently worked on projects for organisations such as:

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

In addition, through the Marketing Society, you’ll enjoy opportunities to network with local and national marketers.

Missed the 15 January UCAS deadline or changed your mind about where you want to apply? Don't panic, we are still taking applications through UCAS for September 2019 study.

Start a Degree in September 2019

Entry Requirements

Please note: All applicants must have a pass in English and Maths/Lifeskill 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:

  • 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 ( 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.

Qualification Type Grade Requirements Essential Subjects
Higher BBBB Literate subject
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

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.

Your Journey Starts Here

This degree offers you a blend of specialist marketing knowledge and practice with the study of business, helping you gain the knowledge required to understand customers, build strong brands and develop winning marketing campaigns.

Information for International Applicants

Please provide certified proof of your English language level. Our accredited International English Foundation Course can help. To further enhance your academic English, Intensive English for Academic Purposes can help you achieve your potential.

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Entry Requirements by Country

Discover whether you're eligible for entry and learn more about the country-specific qualifications you need to study at Abertay.

Find out more

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English Language Requirements

Explore English language requirements for entry to Abertay University.

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English Language Courses

Discover the range of English language courses on offer at Abertay University.

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Visa Information

Learn more about visa requirements for studying at Abertay University.

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About Your Modules

The module information shown here describes the modules our students are taking this year. The modules do change over time to keep our programmes up-to-date and relevant. This means the exact modules you take could be different. If you receive an offer to study with us, you will receive a Programme Information document that sets out exactly which modules you can expect to take as part of your Abertay University degree programme.

Please note: As well as Key Modules outlined below, you may also be required to choose Elective Modules. 

Key Modules (2018/19)

Introduction to Accounting (ANF101)

An introduction to the disciplines of financial and management accounting. Module content includes: accounting theory and practice; the key concepts in financial accounting and the regulatory framework of financial accounting; basic financial accounting practice.

Marketing (MKT102)

An introduction to the foundations of marketing theory. Module content includes: the concept of marketing; the application of marketing; recent developments in marketing; managing and management in marketing.

Understanding the Customer (MKT101)

Provides students with an understanding of consumer behaviour and highlights the importance of consumer orientation to businesses in today’s economy. Module content includes: an introduction to the consumer oriented economy; approaches to consumer behaviour; concepts of market segmentation and customer profiling.

Business Economics (ECN201)

An analysis of microeconomic structures and market failures and an introduction to macroeconomic indicators and theory to support business planning and decision making. Module content includes: demand-supply analysis; market structure and potential failure; the macroeconomic environment; strategic business decisions.

Digital and Social Media Marketing (MKT202)

An introduction to the role and importance of digital and social media marketing in business and for effective marketing strategies. Provides an understanding of how websites, social media and the digital footprint of businesses impact on marketing and marketing strategies.

Marketing Research in Practice (MKT201)

An analysis of marketing research methods for academic and practical purposes. Module content includes: the purpose of marketing research; designing the research question and strategy; primary research methodologies; analysing data and preparing reports.

Brand Management (MKT301)

Provides students with an understanding of how brands and branding impact on the competitive position of businesses. Module content includes: managing the brand and branding; marketing and the brand; the brand campaign; decision making in branding strategies.

Sales and Selling (MKT302)

An examination of the personal selling process and the nature of and decisions involved in sales and selling. Module content includes: the context of personal selling and sales management; the personal selling process; sales management decisions; controlling the sales force.

Communication and Creative Design (MKT303)

Provides insight into the theory and practice of managing marketing communications and the role creative design plays in this as a method for developing better customer relations. Module content includes: marketing communications; public relations; communications toolkit; campaigns.

International Business and Management (BMT406)

Provides an understanding of the different approaches to management of organisational resources in different international settings and of the practical challenges of cross-cultural management.

Marketing Dissertation (MKT403)

Provides an understanding of marketing research skills that enables students to produce a marketing research project. Module content includes: defining the research; designing the research strategy; analysing primary data; preparing the report.

Strategic Marketing (MKT401)

Provides a comprehensive and critical understanding of the nature and complexity of strategic marketing and the ability to apply relevant knowledge to the analysis and solution of problems in strategic marketing.

Customer Relationship Management (MKT402)

Provides students with critical insight into customer profiling and relationship building in business. Module content includes: customer profiling; managing relationships; building and maintaining the customer base; customer loyalty.

How the Course Works


Learning and Assessment 

In Years 1 and 2, lectures will help develop your knowledge of marketing and business, as well as your understanding of how businesses operate in the real world.

In years 3 and 4, you’ll receive more opportunities to develop your own interests within subject areas. You’ll develop business skills and will conduct independent research and problem solving – crucial in order to deal with challenges facing today's managers.

A variety of traditional and innovative assessment methods are used on this programme, including design of promotional videos, business simulation game competition, product testing in an international market, commercial reports, exams and sales pitches.

The honours level marketing dissertation gives a further opportunity to develop your specialist marketing expertise in a topic of your choice.

For more information on the course content, please download the Programme Information - BA (Honours) Marketing and Business


Innovation for Global Growth

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. 

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.

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Entrepreneurial Brains Made on Campus (EBMC)

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.

IBM Universities Business Challenge

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!

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Programme Fees for 2019

Scottish & EU students


Fees shown are payable annually and may be subject to increase each year.

Please see our Undergraduate Fees and Funding page for further details. 

English, Welsh & Northern Irish Students


Fees shown are payable annually and may be subject to increase each year.

Please see our Undergraduate Fees and Funding page for further details. 

International Students


Fees shown are payable annually and may be subject to increase each year.

Please see our Undergraduate Fees and Funding page for further details. 


Rest of UK Abertay Scholarship - £2,300 per year for four years

This scholarship is intended to support students from England, Wales and Northern Ireland to study at Abertay. Scholarship is paid directly into your bank account in two instalments each year to support you with living and travel costs. No application necessary.

International Abertay Scholarship - £2,300 per year for four years

This scholarship is intended to support students from international countries (outside of the EU) to study at Abertay. Scholarship is paid directly into your bank account in two instalments each year to support you with living and travel costs. No application necessary.

In addition, we offer a range of corporate/philanthropic scholarships shown below, which are available to all students to support your studies with us. 

The Lothian Family

A £5,000 award for undergraduate students with financial or social difficulties which may prevent them from studying at Abertay.

The Robert Reid Bursary

Two £500 awards for students who have overcome challenges to attend university.

Don & Low

A £1,500 award open to Year 3 and Year 4 BA (Hons) Marketing and Business students.

Bonar Yarns

A one-year scholarship worth £1,250, open to students in Year 4 of a BA (Hons) Marketing and Business degree.

H & A Scott

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


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

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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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)).

Get inspired

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

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Andy Campbell

Andy is a Marketing Executive for Henderson Loggie Chartered Accountants.

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Hannah Reyes

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

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Catherine Robertson

Catherine Robertson

Catherine co-owns Robertson Collaborate Marketing Consultancy in Dundee.

Find out more

Programme Leader - Marketing and Business

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Explore our Dundee Campus

Abertay is conveniently located on a city centre campus, with all of its buildings within a quarter of a mile of each other. Shops, recreational facilities and the main bus and train stations are a short walk away.

Our Campus

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Why Abertay?

We're proud of our students and graduates, and we believe there's no better place to study if you're looking for a degree that helps you stand out as an exceptional candidate in an increasingly competitive job market.

Why Abertay?

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Come to an Open Day

We're proud of our students and graduates, and we believe there's no better place to study if you're looking for a degree that helps you stand out as an exceptional candidate in an increasingly competitive job market.

Open Days

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Living in Dundee

Dundee is a city of contrasts. It's vibrant and cosmopolitan, but also friendly, compact and affordable. The first UK city to be awarded UNESCO City of Design status, Dundee has a rich history of innovation and creativity, and, in recent years, has become a hub for the digital industries.

Living in Dundee & Scotland

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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.

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