BA (Hons) Business and Marketing
Explore the power of branding, storytelling, and strategy with a flexible degree that blends business insight and marketing creativity. Gain hands-on experience, build your portfolio, and graduate ready to thrive in a digital-first marketing world.
Overview
The BA (Hons) Business and Marketing is designed for creative thinkers and strategic minds who want to understand what drives customer behaviour, builds strong brands, and shapes successful campaigns in a digital world. Starting with a broad foundation in business, you’ll specialise in marketing from your second year, gaining the tools, insights, and confidence to thrive in fast-paced, brand-driven environments.
You’ll explore a wide range of marketing and business topics including consumer psychology, brand impact, digital storytelling, campaign strategy, and entrepreneurial marketing. Alongside this, you’ll build vital business skills in leadership, data analysis, budgeting, and project management, preparing you to lead marketing activity with real impact.
This degree is shaped by current industry practice and informed by marketing professionals, ensuring that what you learn reflects real-world expectations. Modules like Advanced Marketing Strategy and Practice, Responsible Marketing, and Brand Impact connect theory with practice through live briefs, campaign planning, and applied assessments.
Graduates go on to careers in digital marketing, content creation, brand strategy, social media management, and agency work. You’ll also develop transferable skills, creative thinking, critical analysis, collaboration, and communication, that are valued across sectors.
With the option to take a placement or study abroad, and a personalised graduate success portfolio to showcase your experience, you’ll graduate with a blend of business acumen and marketing creativity that sets you apart.
Why choose this course?
Gain hands-on experience: You’ll work on real campaigns, tackle live briefs, and take part in hackathons and storytelling challenges. Modules like Brand Impact and Advanced Marketing Strategy and Practice prepare you for the realities of agency and in-house roles alike.
Learn from experts: Our teaching team includes academics with strong industry backgrounds in branding, advertising, social media, and business consultancy: Their insight ensures that every lecture is rooted in what’s happening now across the marketing landscape.
Tailor your course: With the option to take a placement year, short work experience, or study abroad, you can personalise your learning journey. Our graduate success portfolio and Personal and Professional Development modules help you build confidence, self-awareness, and a portfolio that employers will want to see.
Just 25 minutes from central London: You’ll have access to industry events, employer-led workshops, and a growing network of creative and commercial professionals.
Strong employment prospects: 93% of Herts graduates are in work or further study 15 months after graduation (Graduate Outcomes, 2021/22). Going on to roles in digital marketing, social media, brand strategy, and content creation. This course gives you the edge to stand out.
Duration
2-Year
2 年
Requirement
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Diploma in Digital Marketing
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数字营销文凭 (GPA3.0)
Intake
January, April and July 2026
2026年1月、4月和7月
Location
University of Hertfordshire, Hatfield
United Kingdom
Award
BA (Hons) Business and Marketing
University of Hertfordshire, UK
Top 50 University
(Guardian University Guide, 2026)
Top 25% in the UK
for student satisfaction (National Student Survey, 2025)
6th in the UK for facilities
(Whatuni Student Choice Awards, 2025)
90% of graduates in work/further study (Graduate Outcomes, 2022/23)
Your future career
Graduates go on to roles in digital marketing, brand management, content creation, and consultancy. The course builds in-demand skills in strategy, creativity, and analytics. 93% of Herts graduates are in work or further study within 15 months after graduation (Graduate Outcomes, 2021/22).
Possible roles of employment for business and marketing graduates include:
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marketing executive
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brand manager
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social media strategist
-
content marketing specialist
-
marketing analyst
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campaign manager.
Employability is embedded throughout the course, from live briefs and portfolio development to professional accreditation and career coaching, ensuring you graduate with the creative thinking, strategic insight, and real-world experience needed to succeed in today’s competitive marketing and business landscape.
What you'll study
The BA (Hons) Business and Marketing course at Herts combines strategic business knowledge with creative marketing practice. The course follows a progressive structure that allows you to build confidence, develop specialist skills, and apply your learning in real-world contexts.
You’ll typically have 10–12 contact hours per week, delivered through interactive workshops, seminars, live project work, and team-based learning. Teaching is hands-on and industry-informed, with a strong focus on applied learning. Assessment is 100% coursework-based, with no exams, enabling you to build a portfolio of work that reflects the kind of tasks you’ll perform in professional marketing roles.
As an Academy of Business Malaysia's student who has already obtained a diploma, you will join Level 5 in the second year of the program, allowing you to specialise in marketing through modules such as Entrepreneurial Marketing in Practice and Responsible Marketing. You’ll also focus on career development and can choose to take a placement or study abroad, enhancing your practical experience and industry connections.
In your third year, you will concentrate on advanced marketing strategy, campaign planning, and branding. This includes completing a Live Business Challenge and finalising your Graduate Success Portfolio, which will showcase your skills, experience, and career readiness.
This structure ensures you graduate with both strategic insight and creative capability, prepared to excel in various marketing and business roles.
Level 5
Entrepreneurial Marketing in Practice 30 Credits
On this module you will explore advanced marketing concepts in entrepreneurial contexts, adopting creative problem-solving, strategic thinking, and inclusive approaches. You will analyse marketing challenges for a real venture proposal, developing innovative solutions, and applying learning through practical workshops to create an entrepreneurial marketing plan. The module fosters adaptability, teamwork, and professional communication while developing skills to design effective marketing plans. With a focus on entrepreneurial dynamics, students will gain a comprehensive understanding of resource-efficient strategies and the importance of diversity in addressing contemporary marketing challenges.
Sustainability Impact Project 30 Credits
This module equips students with the knowledge, skills, and tools to address sustainability challenges through innovative, impactful solutions. Students explore systems thinking, sustainability strategies, and the integration of equity, diversity, and inclusion (EDI). Key areas include project management, sustainable operations, and the UN Sustainable Development Goals (SDGs). Through applied projects, students critically evaluate and measure the impact of sustainability initiatives. They develop transferable skills such as leadership, communication, and collaboration, preparing them for roles in driving positive change within diverse, global contexts.
Developing Personal and Business Professional Practice (DPP) 0 Credits
This module helps students enhance their academic, digital, and professional skills through personalised development planning, reflective practice, and portfolio-building. Students complete a diagnostic, attend three Personal Tutor meetings, and engage with core and elective skill pathways, including communication, teamwork, personal branding, and problem-solving. Direct entrants are supported to complete essential Level 4 skills. The module encourages engagement with real-world opportunities such as internships, online courses, and competitions, preparing students for final-year study, career planning, and future employability.
Live Business Challenge 30 Credits
The module equips you with the knowledge and tools to tackle real-world business issues through interdisciplinary approaches. You will develop strategic thinking, leadership, and problem-solving skills by integrating theoretical understanding and practical applications. With a focus on emerging technologies, sustainability, and ethical business practices, this module prepares you for the dynamic challenges of the global business environment.
Responsible Marketing 30 Credits
Students gain foundational knowledge of digital advertising systems, learning the logic of ad delivery and campaign management. The course covers ad objectives (awareness, engagement, conversion), budget allocation, and audience targeting on major platforms like Facebook, Google, and TikTok. In workshops, students will create simulated campaigns, build ad groups, and develop media plans explaining target audiences and formats.
Level 6
Advanced Marketing Strategy and Practice 30 Credits
This module develops advanced strategic marketing and decision-making skills. You will explore frameworks for competitive analysis, business positioning, and data-driven strategy formulation. Through practical applications, you will design marketing plans, integrate consultancy fundamentals, and leverage social and digital networks to create innovative solutions. The module also addresses global marketing challenges, emphasising resource allocation, performance evaluation, and professional communication. Students gain transferable skills in collaboration, teamwork, and strategic networking for sustainable business growth.
Brand Impact: Crafting Personal and Corporate Identities 30 Credits
On this module you will explore the strategic principles of personal and organizational branding, equipping students with the knowledge and skills to create impactful brand identities. You will learn topics like brand management fundamentals, personal branding for career advancement, employer branding, and global cultural intelligence. You will have the chance in developing practical expertise in crafting CVs, LinkedIn profiles, and business branding strategies, leveraging storytelling and digital tools. The module emphasizes effective communication, teamwork, and adaptability, preparing you to navigate competitive professional and multicultural environments with confidence.
Strategic Business Solutions: Applied Consultancy Project 30 Credits
This module will enable you to independently lead a consultancy project aligned with your career aspirations. Using methodologies such as stakeholder analysis, strategic frameworks, and data-driven decision-making, you will analyse real-world challenges and deliver actionable solutions. Practical elements include consultancy projects, placements, or data simulations, offering exposure to authentic business scenarios. You will refine their communication, analytical, and problem-solving skills while using industry-standard tools. By connecting theory to practice, this module equips you with the resilience and confidence needed to address complex business challenges effectively.
Evaluating Personal and Business Professional Practice (EPP) 0 Credits
This module prepares students for life after university by helping them evaluate their skills, experiences, and aspirations. Students complete a final diagnostic, engage in three Personal Tutor meetings, and develop a graduate portfolio including a CV, LinkedIn profile, and personal action plan. Elective skill pathways and engagement with real-world career activities, such as mock interviews, networking events, or assessment centres, support transition into employment or further study. The module fosters confidence, reflection, and a clear sense of professional direction.
Graduate Career Readiness 30 Credits
This module will help you reflect, evaluate and apply your value to contemporary business and enterprise settings as you prepare for graduation. Whether you are interested in a professional career, or are an entrepreneur starting your own business, this module will encourage you to reflect on your experiential learning and help you to develop a robust graduate success portfolio demonstrating your competence and confidence. The module will also encourage you to identify priority areas for future development to further enhance your career growth.
What if I need support?
Studying business and marketing at Herts means you’ll be supported every step of the way. From your first day, you’ll be matched with a dedicated Personal Tutor, your advisor, coach, and mentor, who will help you navigate university life, track your progress, and plan for your future in the marketing world.
Within your modules, you’ll benefit from tailored support from your Programme Leader, expert module tutors, and Teaching Assistants. Whether you're planning a campaign, building your portfolio, or developing a strategy presentation, they’ll guide you through your academic journey and help you build the confidence to excel.
You’ll also have access to the Future Success team, who offer one-to-one career coaching, LinkedIn and CV support, mock interviews, and connections to internships, placements, and graduate roles. Whether you’re aiming to join a creative agency, manage social media for a global brand, or launch your own business, they’ll help you take the next step.
For academic support, our Centre for Academic Skills Enhancement (CASE) provides personalised workshops and guidance on writing, referencing, presenting, and study strategies to help you thrive in every assignment.
You’ll also be part of our business school student voice community, where your feedback helps shape the course and keeps it relevant, inclusive, and inspiring.
Wherever your marketing journey takes you, we’re here to support your success, personally, professionally, and creatively.
GET IN TOUCH
Programme enquiries:
604 5737 609 / +6016 7609 987
Academy of Business Malaysia TVET
70-72, Jln Vervea 13, Bandar Cassia,
14110 Batu Kawan, Penang, Malaysia
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