Marketing and Business Management

Marketing and business management is a combination that equips you for the commercial and strategic dimensions of professional life, pairing the discipline of marketing with the broader understanding of how organisations operate and succeed. Marketing encompasses the full process through which organisations identify customer needs, develop products and services that meet them, and communicate value to their target audiences across traditional and digital channels. Business management adds the strategic, operational and financial context within which marketing decisions are made.

At Abertay University this four-year full-time programme is accredited by the Chartered Institute of Marketing, a recognised professional body whose accreditation gives graduates access to a clear pathway towards professional marketing qualifications. The programme emphasises practical learning, with real-world projects, industry placements and expert guest lectures connecting your academic development to professional practice from the start. You will develop understanding of market dynamics, customer relationship management, brand communication and business strategy, as well as the innovation, teamwork and creative problem-solving skills that employers value.

The programme includes a year abroad, broadening your international commercial perspective.

Graduates move into roles in brand management, digital marketing, market research, account management, communications, advertising and product development across virtually every sector. The business management component opens routes into general management, consultancy and strategy roles in addition to more specialist marketing careers. The CIM accreditation provides a direct route to professional certification for those building marketing careers.

Postgraduate study in marketing, business administration or brand management is a natural further step.