Consumer Behaviour & Psychology
Explore what influences people’s decisions, preferences and purchasing behaviour, and learn how businesses turn consumer insights into effective marketing strategies.
BA Business and Marketing
Overview
A Deep Dive Into Business and Marketing
Combining academic knowledge with practical experience to prepare graduates for a wide range of business and marketing careers.
BA (Hons) Business and Marketing is delivered by School of Business at the Coventry University Branch at TKH.
The course combines broad business knowledge with a marketing specialism, preparing students to work as effective marketers across public, private and voluntary sector organisations, while also building the business management and leadership skills that support market-led organisations more widely.
Teaching is active, applied and case-study led, culminating in an independent primary/secondary research dissertation in the final year.
- Real campaigns. Real challenges. Company-Provided Graduation Projects
- Think. Create. Compete. Live Marketing Challenges & Competitions
Study Themes
What You’ll Learn
You will master the following topics during your study at this programme journey.
Our successful Business and Marketing graduates will be confident, commercially aware professionals, equipped to apply business and marketing theory across multinational organisations, SMEs, public sector bodies and NGOs.
They will demonstrate strong capability across core business disciplines including entrepreneurship, HR management, supply chain and organisational change, alongside specialist strength in consumer behaviour, integrated marketing communications, and corporate marketing strategy, developed through authentic, case-study and live-project assessment and hands-on practice in the DigiComm Lab.
Graduates will show individual, collaborative and professional skills — communication, cultural awareness, teamworking, and creative problem-solving — sharpened through COIL projects and global case studies, and will be able to design and conduct primary and secondary research culminating in an independent final-year dissertation.
They will demonstrate the ability to evaluate business and marketing decisions in an ethical, sustainable and socially responsible manner, equipping them to build and manage effective marketing functions across local, national and global contexts.
Marketing Management
Business Management & Leadership
Brand & Corporate Communications
Digital & Global Marketing
Services & Retail Marketing
Product Manager
Sales Executive
Brand Manager
Account Manager
Supply Chain Executive
Career Paths
Where This Degree Takes You
Explore the opportunities and possibilities that can follow your degree.
You will be expected to learn how to conduct both primary and secondary research and put your skills into practice by undertaking an independent and in-depth study of a marketing or business topic of your choice. This will form the basis of your final-year dissertation.
Journey
Your Academic Journey
What do you want to learn to achieve the career paths mentioned
- 1 Introduction to Business Management
- 2 Fundamentals of Economics
- 3 Foundation Academic English 1 for Business
- 4 Foundation Academic English 2 for Business
- 5 Fundamentals of Accounting and Finance
- 6 Introduction to Marketing
- 1 Foundations of Management
- 2 Organisational Behaviour
- 3 Marketing, Digital and Social Media
- 4 Business Decision Making Using Data Analysis
- 5 Entrepreneurial Ideation
- 6 Entrepreneurial Thinking
- 1 Designing a Research Proposal
- 2 Integrated Marketing Communications
- 3 Consumer Behaviour
- 4 Marketing Insight
- 5 Value Through Innovation
- 6 Business and Business Marketing
- 7 Work Placement If a student undertakes a work placement, this module will be mandatory
- 1 Project
- 2 Corporate Marketing Strategy
- 3 Corporate Identity, Communication and Reputation
- 4 Big Data Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global Marketing, PR and Event Marketing and Strategic International HRM
- 5 Sustainable Marketing Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global Marketing, PR and Event Marketing and Strategic International HRM
- 6 Social Media and Influencer Marketing Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global Marketing, PR and Event Marketing and Strategic International HRM
- 7 Global Marketing Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global Marketing, PR and Event Marketing and Strategic International HRM
- 8 PR and Event Marketing Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global Marketing, PR and Event Marketing and Strategic International HRM
- 9 Strategic International HRM Students choose two options from Big Data, Sustainable Marketing, Social and Influencer Marketing, Global Marketing, PR and Event Marketing and Strategic International HRM
Please Note: We regularly review our course content to make it relevant and current for the benefit of our students. For these reasons, course modules may be updated. Text Link
Credits/National Hours
-
What is credit/national hour?
A credit/notional hour is the formal name for the estimated hours that are expected that a student would need to complete a module
-
How many hours is 1 credit?
1 credit is equal to 10 notional hours, so 20 credits are equal to 200 notional hours, The 200 hours includes time in lectures, tutorials, preparing for your lectures, assessments as well as your own personal revision and studying that you would do
-
Can study hours exceed the estimate?
In reality, you might actually go above and beyond the expected notional hours, in particular if your degree requires a lot of independent learning you would most likely exceed the predicted hours
-
How many credits are in a UK semester?
In the UK system each semester is 60 credits worth which is equivalent to at least 600 hours of study in one term. This is approximately equivalent to 8 hours of study a day
Academics
Meet Our Outstanding Academics
Head of Coventry School of Business
Associate Professor Rasha ElGendi
School of Business
MSc FinTech Course Director
Assistant Professor Hossam Omara
School of Business
Chair of Accounting & Finance Course Director
Assistant Professor Marian Hany
School of Business
Foundation Course Director
Assistant Professor Mayar Fahim
School of Business
Business & Marketing Course Director
Assistant Professor Mostafa SaadEldin
School of Business
Impact
Graduate Success Stories
Lina Hossam Kamaly
Talent Acquisition Specialist – HR Business Partner, Talaat Moustafa Group
Coventry University gave me early exposure to real business cases, presentations, and HR work-study experience. This helped me bridge theory with practice, strengthen my communication and strategic thinking skills, and discover my passion for Talent Acquisition.
Sana Hossam Al Gendy
OOH Department, Froneri, Egypt
Choosing Coventry University at TKH became one of the most defining decisions in my journey. The balance between academic and extracurricular activities helped me grow beyond the classroom, develop my leadership and public speaking skills, and launch TKH Scoop. Winning 1st place in my Business Marketing graduation project was one of my proudest achievements.
Malak Rashad
Brand Manager, DAMAK, Egypt
My journey at Coventry University / TKH went beyond traditional academics, helping me develop leadership, communication, and teamwork skills. I graduated with First Class Honors, won first place at the Business Expo, and today work as a Brand Manager at DAMAK, turning ideas into tangible impact.
Stay Updated
Don’t Miss The programme News & Events
School of Business
Coventry School of Business Launches 2026 Prospectus
School of Business
Coventry School of Business Signs MoU with Banker’s Lounge
School of Business