BA (Hons) in Business Management (Marketing)

• 1 certified copy of high school diploma and transcripts; or equivalent.
• Proof of English level: TOEFL score 80 (internet-based), 213 (computer-based); IELTS 6.0; CAE B2 with a minimum score of 169; PTE 57; English native; or equivalent.

All applicants should submit the following documents in order to complete the application process:

• 1 completed application form (if the application was not filled in online)
• 1 certified copy of high school diploma and transcripts*
• Proof of English level: TOEFL score 80 (internet-based), 213 (computer-based); IELTS 6.0; CAE B2 with a minimum score of 169; PTE 57; English native; or equivalent
• 2 letters of recommendation**
• 1 written or video essay***
• An electronic passport photo or 3 printed passport-size photos
• 1 copy of valid passport or ID card
• 1 bank certificate or letter certifying the applicant's financial solvency
• €/CHF 200 non-refundable application fee. Please attach a money order, check or receipt for a bank transfer payable to EU

The BA (Hons) in Business Management (Marketing) is a six-semester, three-year program (180 ECTS). The core courses taught during the first year will give students a solid grounding in all essential business disciplines, while the second and third years incorporate their chosen pathway.

YEAR 1
Semester -1 (30ECTS)
Understanding People in Organizations
This module introduces Organizational Behavior (OB) theory and research to help students gain an understanding of the range of individual, group and organizational factors which can influence the way that employees behave in the workplace. Students will apply the theory to case studies of organizations to explore how it can be used as an analytical tool to gain a clearer understanding of the complex causes of workplace behavior in order to develop effective management interventions.
10ECTS

Understanding the Global Business Environment
An understanding of how different business departments work and interact is key to a successful career in business. Equally important is the ability to communicate effectively, network with people and demonstrate appropriate professional behavior. In this course, students will be introduced to concepts and techniques for developing and enhancing their business acumen, as well as essential communication and personal presentation skills.
10ECTS

Business Economics
Economics are present in almost every aspect of our lives. Knowledge of economics will therefore provide students with essential insight into how markets work, how firms and consumers make decisions in market economies, and how businesses identify opportunities and potential threats in the environment in which they operate. This module develops students’ understanding of the core principles of micro- and macroeconomics and uses economic models and theories to explore current economic issues.
10ECTS

SEMESTER 2
(30 ECTS)
Finance & Business Performance
This module assumes no prior accounting knowledge. Students learn how to prepare accounts for small businesses and then apply that knowledge to larger organizations. They examine accounting statements to assess just how well a business is performing; 
Identify and analyze business costs to aid decision-making relating to the control and viability of projects; and identify and discuss sources of finance. This basic financial knowledge is essential to anyone wishing to pursue a career in business, whether on a self-employed basis or in a larger corporation.
10ECTS

Developing an Enterprising Mindset
Being able to apply an enterprising mindset is highly desirable in today’s fast-moving business environment, where managers must react to gaps in the market or competitor actions, deal with uncertainty, make decisions and act. Building on and integrating the other first-year business function modules, this teaches students how to channel their creative energy, recognize the difference between a business idea and a business opportunity, decide which approach is most beneficial, and then design and implement an appropriate plan of action. The module helps students to understand the relevance and interaction of these elements within a business context, and to provide transferable skills that can be applied in any organizational situation. Students are encouraged to demonstrate these skills and to reflect upon their progress.
10ECTS
Marketing Fundamentals
This introduction to the fundamentals of marketing gives students a basic understanding of the current and emerging marketing principles and techniques within the business environment. It seeks to establish that sustainable market success within a highly competitive environment can only be achieved by developing products or services based upon an understanding of the external environment and customers’ needs and wants. During the module, students learn how to add value for customers and other stakeholders and to assess the impact of marketing activities on consumers’ lives.
10ECTS

Year 2
SEMESTER 3 (30 ECTS)
Quantitative Skills for Business
This module develops essential competencies for future employment in the business world: the ability to use spread sheets for quantitative analysis, and the skills to interpret and communicate the results of data analysis. These are key skills required by the Chartered Management Institute. Students will gain the confidence and experience to prepare an analysis of real data that will inform a business decision or underpin a business strategy. These skills also prepare students for evidence- based analysis required in other program modules, including finance, marketing and strategy. This module contributes to the CMI accreditation for BA (Hons) Business Management students.
10 ECTS

Principles of Responsible Management
This module provides students with knowledge of the principles of responsible leadership by exploring concepts of ethics, global social responsibility, and the creation of sustainable social, environmental and economic value for organizations and corporations. The module encourages students to consider the importance of these issues from the perspective of the organization and other stakeholders, and to reflect on the relevance of responsible leadership as a basis for sustainable competitive advantage. The module equips students with the knowledge and understanding of the complex ethical issues that are commonly encountered by organizations.
10 ECTS

Integrated Marketing Communications
For companies to compete and survive in today’s increasingly competitive market place, communicating effectively with consumers and stakeholders is essential. Marketing communications plays a central role in this increasingly dynamic environment where all elements of the marketing mix and the communication of brand values combine to establish competitive advantage. This module explores why an integrated approach to marketing communications is essential if such communications are to be both efficient and effective. While the module focuses primarily on integration of the promotional mix to generate effective communications, an appreciation of the integration of communications with the broader marketing mix elements and particularly branding is an important goal. Creative thinking and action are strongly encouraged, especially when supported by appropriate communications and buyer behaviour models.
10 ECTS

SEMESTER 4 (30 ECTS)
Applied Operations Management
The module provides a framework for understanding the crucial role of operations to business success. It examines how people, capital, materials, equipment, knowledge, technology, information and time are combined to produce goods and services. This module will also provide students with opportunities to experience real workplace operations scenarios where their skills and knowledge can be applied in a practical way with real organizations or in valid case study situations. It provides an overview of the key areas of operations management, particularly in maintaining and improving the quality of goods and services and making sure that this is also reflected in company performance.
10 ECTS

Managing People
This module analyzes the range of human resource management (HRM) activities undertaken within organizations to manage the engagement and performance of its employees working alone and in teams and explores the devolution of many of these roles and responsibilities to line managers. It introduces the knowledge and skills required to undertake these activities professionally and effectively in the workplace. By the end of the module students will be able to conduct an effective performance review and link the outcomes from this into appropriate performance objectives and support frameworks and plans. They will be able to explain how this must be integrated with other HR practices to raise employee engagement and performance.
10 ECTS

Digital & Social Media
This module equips students with the tools, techniques and theory behind how digital marketing works within a business environment. Students will learn about best practice and key elements of managing digital marketing in an ‘always on’ 24/7 environment. They will learn how to audit and evaluate competitors’ digital footprints as well as understand how to gain consumer insights using digital techniques. Assessment for this module is coursework-based, designed to provide practical life and employment skills by developing an outline digital marketing plan. This assessment will contribute towards key skills sought by employers, including evaluation, understanding of digital tools, presentation and business report-writing.
10 ECTS

Year 3
SEMESTER 5 (30 ECTS)
Global Business & Strategy
This module studies global business using a combined strategic and economic approach. The recent major global economic shifts are explored, and current international business events are analyzed. Students will study the key theoretical underpinnings, trends and challenges of international trade and foreign direct investment. They will analyze the importance of government and institutions in controlling/regulating international business behavior. The long-term sustainability of businesses in the ever-changing, and often hostile, global business environment is considered, in order to understand the critical role played by strategic management.
10 ECTS

The Business Consultancy Project Part I
Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change. In this module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization’s constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.
10 ECTS

Marketing Strategy
Businesses today regularly state that they intend to prioritize developing marketing strategies that focus on customers. However, in practice this is difficult to achieve and may require business leaders to significantly change their mindsets to deliver effective and sustainable change, which engages both employees and customers. In this module, students will examine the marketing strategies of those organizations that are thriving and successful and those that are failing. The module will go beyond the traditional models of market analysis and planning. We will look at strategy from a creative point of view (and not just as an analytical approach) and examine how organizations develop unique positions and brands by identifying and developing value propositions which appeal to customers. We will particularly seek out contemporary issues in marketing and see how strategy can be adapted to accommodate trends. The focus of the module will be to identify winning and losing strategies in the modern market place and assess the underlying reasons for success or failure. Particular attention will be paid to breaking news, including organizations being featured in news and current events
10 ECTS

SEMESTER 6 (30 ECTS)
Developing Leadership and Management
This module examines the concepts of leadership and management. It explores the similarities and differences in the roles and responsibilities of leaders and managers in the workplace and the development of leadership theoretical approaches as well as the practical application of these within organizations. Students will analyze the skills and competencies of effective organizational leaders and examine alternative methods of leadership development to enhance these.
10 ECTS

The Business Consultancy Project Part II
Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change. In this module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization’s constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.
10 ECTS

Market Sensing
Market sensing is a new approach to marketing research which seeks to achieve greater depth and meaning in research projects. It is strongly aligned with marketing research, business intelligence, strategy formulation, brand development, understanding consumer behavior, and internal marketing. Currently, mainstream texts in the areas of marketing research, business research, marketing strategy, and consumer behavior tend to focus on traditional research methods such as surveys, interviews, case studies, and focus groups. This course presents other methods which may be used for depth and meaning. These methods have largely been confined to the realm of specialist texts and are therefore less accessible and rarely integrated into marketing and business degrees. Our aim is to explain and demonstrate the concept of market sensing and identify and explain associated research methods.
10 ECTS

Six Semesters/Three Years Fees per semester €6,450 

Total Course Fees €38,700