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Marketing and Business

Marketing is all about understanding what people want, developing a product that satisfies that want and then promoting it - whether that's a new smart phone, a better cup of tea or a national defence system.

Next Start Date: September

Degree type: BA (Hons)

UCAS Code: NN15 BA/BusMkt

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


Why choose this course?   

The course has placed direct contact with industry partners at its centre:

  • The course engages with industry through guest speakers, projects and industry visits.  For example, last year students worked with Scotherbs, Dundee City Council and Radio Tay.
  • Through The Marketing Society, students network with local and national experts in their field, as well as support the marketing communities' knowledge base.
  • Combining specialist marketing knowledge and practice with the study of business, students develop marketing campaigns in conjunction with real clients, and provide consultancy and market research.
  • Students are encouraged to broaden their horizons and open their mind to new experiences through engaging with work placements and studying abroad.
  • The marketing programme integrates marketing with key business functions, enabling graduates to demonstrate an understanding of the role of marketing within a business. 

This contemporary course is designed to develop marketing graduates with a keen eye for innovation, creative design skills and problem-solving ability in a marketing context.  The course offers a great opportunity to study areas important to today's employers, some specific to the marketing function, strategy and communications, as well as those contemporary techniques in marketing practice, such as digital and social media, consumer relationship marketing and creative design.  The course develops the necessary marketing skills required for a graduate to compete in today's marketplace.

What you study

The key modules students will study are as follows:

Year 1 - Understanding the Customer, Marketing
Year 2 - Digital & Social Media, Creativity, Innovation & Marketing
Year 3 - Brand Management, Communications & Creative Design
Year 4 - Strategic Marketing, Customer Relationship Marketing

The emphasis in Years 1 and 2 is on the development of knowledge and understanding of core concepts in marketing and business.  

In Year 3, focus is on the management challenges in marketing and other business areas.

In Year 4, emphasis is on the issues directly related to aspects relating to the management of marketing strategy, and activity in complex organisations in the context of global competition. Students will develop their specialist knowledge and understanding of marketing in the form of a dissertation.

Students will have a practical experience with the marketing team, who bring their innovative teaching and industry engagement to the classroom. 

For more information on the course content, download the programme information -  BA with Honours in Marketing and Business

How you learn and are assessed

In Years 1 and 2, lectures will help students develop their knowledge of marketing and business, and their understanding of how the real world of business operates.  

In years 3 and 4 students receive more opportunities to develop their own interests within subject areas. They will develop the skills of independent research and problem solving, needed to deal with a whole range of issues facing today's managers.

A variety of assessment methods are used on this course, including portfolios, commercial reports and pitches, class tests, exams, courseworks and presentations.  The Honours level marketing dissertation gives a further opportunity to develop graduate attributes.

Examinations are one type of assessment used on the programme, they constitute approximately 50% of all modular assessments. 

Entry routes

Minimum Entrance Requirements

English and Maths: 
All applicants must have passes in English and Maths/Lifeskills Maths in any of the following: National 5 grade C or GCSE grade C/4

 BBBB; A Level CCC; Irish Highers H3H3H3H3; BTEC Extended Diploma MMM Business (all pathways); International Baccalaureate 28 Points to include a literate subject at S5 or H4
Essential subjectsliterate subject
AHEAD - successful completion of the relevant stream of our AHEAD programme
SWAP - our Coming from College pages list approved SWAP courses

Advanced Higher: BBB (to include Business Management)
A Level: BBB (to include Business Studies)
BTEC Extended Diploma - DDD Business 
HNC/HND - our Coming from College pages list approved HNC/HND courses

HND - our College Leavers pages list approved HND courses

Not sure if you are 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 know that some people have faced extra challenges before applying to university and that 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 3 Scottish Highers (grades A-C) and have:

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

We encourage you to submit an application.

International Applicants
You must provide certified proof of your English language level (minimum requirements are listed here).  Our British Council accredited International English Foundation Course can help you reach that level or, if you would like further develop your academic English, Intensive English for Academic Purposes can help you achieve your full potential.

EU applicants:  Entry requirements can be found on our Europe pages.  Overseas (non-EU) applicants:  We're currently developing your country pages, so please email us details of your entry requirements.

Alternative Entrance Requirements
Please email us if you have other qualifications/experience not listed here.

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Fees and scholarships

Fee Category Tuition Fees
Scholarships & Bursaries
Scottish and other EU students

Current fees

Other forms of support
English, Welsh and Northern Irish

Current fees

Bursaries & Scholarships
Overseas (non EU) students

Current fees

Overseas Scholarships

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


Don & Low Scholarship

The Don & Low Scholarship will be awarded to one Year 4 student on the BA (Hons) Marketing and Business degree at Abertay.  This scholarship of £1,500 includes a work placement in the Don & Low Forfar Office during Semester 2. 

For more information and details on how to apply, please download the Don & Low Scholarship Guidance Notes 2017 and the Don & Low Scholarship Application Form 2017

The closing date for applications is Monday 11 September 2017

Bonar Yarns Scholarship

The Bonar Yarns Scholarship will be awarded to one Year 4 student on the BA (Hons) Marketing and Business degree at Abertay.  Students who are the first in their family to attend higher education and from a low-income background will benefit from the scholarship.  The student selected for the scholarship will be driven, ambitious and keen to work in the marketing and business sector.

For more information and details on how to apply, please download the Bonar Yarns Scholarship Guidance 2017 and the Bonar Yarns Scholarship Application 2017

The closing date for applications is Monday 2 October 2017.

Further info

Career prospects

Graduates who have specialised in marketing at Abertay have gone on to successful careers in all areas of marketing, include marketing managers, global marketing executives, marketing co-ordinators, PR & marketing managers, communications managers and marketing researchers, in a variety of organisations.  The blend of skills and knowledge, and the practical engagement throughout the course prepares students for careers with key corporate players in the UK and abroad.

Industry links

Industry links are integrated throughout the programme through real-world business challenges, and engaging with industry partners in the form of guest speakers and site visits.

Want to know more?

Student Recruitment Office
T:  +44 (0) 1382 308080
F:  +44 (0) 1382 308081

"I would champion Abertay to anyone and I constantly tell colleagues – and anyone who will listen – that Abertay is the best university to come to study."

Toni Gardner

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