University of Kent Program Details

The University of Kent offers a range of programs for students. Below are the details of the Business and Marketing BSc (Hons) program.

Program Overview

The Business and Marketing BSc (Hons) program is designed to provide students with a comprehensive understanding of business and marketing principles. The program combines critical thinking with real-world practice, allowing students to develop the skills and knowledge needed to succeed in a fast-evolving, digital-first world.

Key Information

• Start: September 2026
• Location: Canterbury
• Study mode: 3 years full-time, 6 years part-time
• Fees (per year): UK - £9,790, International - £20,700
• Typical offer: ABB / 112-128 UCAS points

Program Structure

The program is divided into three stages, each with its own set of compulsory and optional modules.

Stage 1

Compulsory modules include:

• Introduction to Management
• Financial Accounting for Decision Makers
• Business Skills for a Sustainable Tomorrow
• Economics for Business
• Introduction to Marketing
• Business Analysis Tools

Stage 2

Compulsory modules include:

• Marketing Strategy and Planning
• Digital Business and Marketing Strategies
• Consumer Behaviour
• Marketing Research and Analytics
• Brand Management

Optional modules may include:

• Enterprise and Entrepreneurship
• Thriving and Leading in Today's Dynamic Workplace
• Management Accounting for Decision Makers
• International Marketing
• Decision Analysis

Stage 3

Compulsory modules include:

• Digital and Social Media Analytics
• Marketing Communications, Advertising and Promotion

Optional modules may include:

• Business Strategy
• Cross-cultural Management
• Leading People in Organisations
• Behavioural Science in the Workplace
• People Operations: An Analytic Approach
• New Venture Creation
• Corporate Social Responsibility
• Services Marketing
• International Entrepreneurship
• KBS Challenge
• Research Project in Business

Entry Requirements

• Typical offer: 112-128 UCAS points
• A level: ABB
• BTEC: DDM
• IB: 128 tariff points
• GCSE: Mathematics grade 4/C and English grade 4/C

Fees and Funding

• Tuition fees for 2026 entry: UK - £9,790, International - £20,700
• Fees for year in industry: £1,905
• Fees for year abroad: £1,430

Career Prospects

Business and marketing graduates will find career opportunities in all industries around the world. Potential roles include:

• Marketing strategist
• Advertising manager
• Brand manager
• Digital marketing analyst
• Consumer insights consultant
• Sustainability marketing specialist
• Influencer marketing
• Social media manager

Why Study at Kent?

• Create your own path with a flexible program
• Tailor your course to your interests and aspirations
• Campus-based business school near London
• Be a responsible leader with a focus on ethical and sustainable business
• Access to cutting-edge facilities and industry connections

Related Courses

• BSc Business and Management
• BSc International Business
• BSc Business Analytics and Management

What you'll study

This module listing is based on the current curriculum and may change year to year in response to new curriculum developments and innovation.

Stage 1

Stage 2

Stage 3

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Stage 1

Your first year is a compulsory introductory year, designed to provide you with a solid foundation in the understanding of business practices and their related functions, including topics such as accounting, finance, and marketing.

Compulsory modules currently include the following

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The module introduces students to theories of management beginning with classical management perspectives through to contemporary management concepts. It will illustrate the continuities and transformations in management thinking throughout the 20th and 21st century. The main topics of study include: Scientific Management; Human Relations Approach; Bureaucracy and Post-Bureaucracy; The Contingency Approach; Culture Management; Leadership; Aesthetic Labour; Extreme Management.

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The module will cover various aspects of the changing international business environment, and their impact upon business operations and strategy. It will give students an appreciation of the business difficulties faced; the variety of factors influencing the choices and compromises that have to be made in international businesses, and the implications of those for the future viability and effectiveness of the organisations concerned.

An indicative list of topics is given below:

1. Globalisation

2. External environment in a cross-border context

3. Introduction to international trade

4. Introduction to international investment

5. Global finance

6. Technology,Innovation and sustainability

7. Introduction to international entrepreneurship

8. Social responsibility and ecological environment

9. Challenges, risks and change

10. variety of geopolitical country contexts

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An indicative set of topics to be covered within the module are outlined below.

• Basic Spreadsheet Functionalities: Introduction to common spreadsheet features: workbooks, worksheets, menus, cells, rows, columns, data types, relative and absolute cell addressing, copying, basic formulae, naming cells, formatting, charts and graphs, printing.

• Data Management Facilities: sorting, filtering, data forms, pivot tables.

• What-If Analysis: scenario manager, goal seek, data tables.

• Basic Financial Analysis: Introduction to basic financial analysis and how to carry this out using spreadsheets: compound interest, discounting, NPV, IRR, loans and mortgages.

• Advanced Spreadsheet Functionalities: automating tasks and solving simple optimisation business problems.

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The module will begin with an introduction to the link between business and accounting in order to show the value to the students of their having some knowledge of accounting. The module is designed to teach students how to prepare, read and interpret financial information with a view to their being future business managers rather than accountants.

The module will continue with a brief demonstration of double-entry bookkeeping. Students will not be examined on this, it is merely to put bookkeeping and accounting in context. Following on from this, students will be shown how to prepare financial statements from a trial balance and make adjustments to the figures given by acting on information given in a short scenario.

The regulatory framework of financial reporting will be considered as will the annual reports and accounts of a variety of organisations. The module will finish will an analysis of financial statements with students shown how to interpret data and make sensible recommendations

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The module introduces to students the importance of marketing in competitive and dynamic environments.

The key indicative topics of the module are:

• The marketing role and concept

• Auditing the marketing environment as part of the marketing planning process

• Market segmentation, targeting and positioning

• Brand development and management

• Management of the marketing mix

o Product; including new product development and the marketing of services

o Pricing

o Promotion; including digital media, advertising, sales promotion, publicity, PR, personal sales

o Place

o Extended marketing mix; including people, physical evidence and process

• Ethical issues in marketing

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This module provides fundamental knowledge of a range of business organisations, business purpose, ownership types and stakeholder influence. It further introduces organisational structures, functional areas and the impact of the external environment on business. Furthermore, this module introduces the many factors that shape the nature of organisations operating in an increasingly complex business environment such as innovation, internationalisation, entrepreneurship, and sustainability. Module participants explore this dynamic nature of business and consider successful existence within modern organisations through studying and applying employability skills such as leadership, teamwork, and resilience.

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This module aims to develop an understanding of the digital marketing environment and introduce the impact that digital technology has had on marketing activity and customers. It also aims to develop an understanding of the range of digital marketing tools available to marketers and how they can be used to develop marketing content.

Indicative topics are:

• Evolution of Digital Technologies in marketing

• Organisation and governance of the internet

• Digital platforms available to Marketers and how they engage with different customers

• Digitalisation and implications for consumer behaviour

• Digital brand management

• The main elements in the digital marketing toolbox

• How digital marketing tools can be used with a range of different customers

• Overview of different content options for Digital Marketing tools

• Key steps for producing successful Digital marketing content.

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This module introduces students to economics in its two main components, microeconomics and macroeconomics. The module is designed to explain the main ways in which economists think about economic problems faced by individuals, firms, markets and governments. The module emphasises the use of basic economic concepts to business analysis.

The first part of the module focuses on explaining a selection of basic microeconomic topics including, the behaviour of individuals and firms; demand and supply of goods and services and determination of prices; costs in the short and long term and market structures. The second part aims to introduce the core of macroeconomic topics; for instance, macroeconomic objectives and trade-offs; unemployment; inflation; international trade; balance of payments and exchange rates; and the main types of economic policies that are implemented by governments. The attention is to understand the relevance of macroeconomics topics (e.g. interest rates, exchange rates, etc.) to business.

The module is self-contained to provide a basic understanding of simple economic concepts and debates. It is a suitable module for students interested in taking economics further, either as part of another degree programme or as part of a future professional qualification.

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The process of leading employees – or managers – and helping them and yourself to be creative is very interesting.

Jacquelynn Coughlin

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Stage 2

Your second year allows you to develop your critical understanding of marketing, developing skills in marketing strategy, branding, marketing research and analysis, plus the opportunity to apply theory to practice.

Compulsory modules currently include the following

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This module aims to provide students with understanding and experience of the theory and practice of marketing research. During the module students design and implement a marketing research plan, design a questionnaire, collect and analyse data, prepare an oral presentation and write a marketing research report.

The main topics of study are as follows:

• Introduction to marketing research: Defining and designing marketing research projects

• Understanding data: Secondary data and databases

• Primary data collection techniques.

• Questionnaire design

• Measurement and measurement scales and error.

• Sampling and sample design and error

• Entering and coding data with SPSS

• Data analysis techniques

• Communicating the results of marketing research.

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This module aims to develop a critical understanding of the role of digital marketing in modern organisations. The module considers what digital marketing strategy means looking at a range of examples across business sectors. Core areas are looked at including the technologies which make digital marketing possible, the relationship between digital marketing strategies and the wider organisation, the key issues in the development and implementation of digital marketing strategies and the threats, security and other, posed by digital marketing.

Some topics are:

Enabling technologies for e-commerce: The Digital Marketing Environment, Digital Marketing Strategy; The Internet and the World Wide Web; Mobile platforms; Dot com and multi-channel; Social Media and Web 2.0; Database and data warehouses; Web site design and management; Marketplaces; B2B Digital Marketing; Business Models and Innovation.

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Business ethics and sustainability are central to contemporary management and thus this module will explore the following topics:

• History, definitions and timeline of society's view on business ethics and sustainability

• Cross-disciplinary approaches to ethics and sustainability

• Role of globalisation, policy and culture

• Ethics and ethical dilemmas

• Change Management, Values, Governance and Leadership

• Sustainable Business Models

• Social Innovation

• Partnerships and collaboration

• Responsible Supply Chain Management

• Environmental Assessment Frameworks and Sustainable Management in practice

• Sustainable Supply Chain Management

• Innovation and creativity

• The role and responses of Corporations, SMEs, Public and not-for-profit organisations

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This module introduces students to core theories about brand, branding and brand management as well as contemporary issues related to branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process. This module will include:

• Introduction to Brand and Branding

• Brand positioning and values

• Brand loyalty and brand equity

• Plan and build brand equity

• Brand performance

• New products and brand extensions

• Manage brand over time

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This module introduces students to core concepts and theories about consumer behaviour, including individual and organisational perspectives. It is based around understanding the critical application of sociological, economic, socio-psychological and psychological concepts to and theories to consumption.

Indicative topics are:

• Consumer Research Philosophies: What is a consumer?

• Culture: Components of Culture, myths and rituals

• Marketplace cultures

• Dark Consumption and Ethical Consumption

• Personality, Identity and the Self

• Motivational Theories

• Learning Theories

• Organisational Buying Behaviour

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The module introduces to students the importance of marketing in competitive and dynamic environments.

• Introduction to strategic marketing – corporate vs. marketing strategies

• Identify and assess marketing ethics dilemmas

• Auditing the external and the internal environments

• Marketing information

• Identifying consumer and business segments

• Formulating marketing goals and specific objectives

• Developing a marketing plan for a commercial or a social organization

• Define adequate control and performance indicators to control the marketing plan

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The module helps prepare students to acquire and develop the employability and transferable skills necessary to search and successfully apply for work experience and graduate opportunities in the commercial and public sector and postgraduate study.

The curriculum builds on employability support offered at Stage 1 providing intermediate level knowledge and exercises in application writing, CVs, careers advice, interview and assessment centre techniques, numeracy and competency tests, and psychometric evaluation.

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Optional modules may include the following

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The law affects the commercial world in many ways. This module focuses on the importance of law in governing transactions between individuals and businesses; what is required for legally compliant contracts; what the law expects of organisations in terms of protecting the consumer, and how businesses manage and avoid disputes. By enabling students to become familiar with those parts of the law they are most likely to encounter in their careers and in business the module helps them better understand the obligations that parties have to each other in law.

Indicative topic areas are:

• The English Legal System

• The Legal Process and Dispute Resolution

• Law of Contract – including:

• Formation

• Contract terms

• Vitiating elements, including misrepresentation and economic duress

• Performance and discharge of contract, including frustration

• Breach of contract

• Common law and equitable remedies, including damages

• Consumer Protection

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This module will introduce students to the key concepts of managing people involving and examination of organisational, management and human resource management theory and practice. This will be achieved through relating relevant theory to practical people and organisational management issues.

The key topics of the module are:

• The nature of human resource management

• Motivation in the workplace

• Work organisation, job design and flexible working

• Groups and team working

• Diversity in the workplace

• Recruitment & selection

• Learning and development

• Employee Involvement and participation

• Employee performance and reward

• Ethical HRM

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The law affects the commercial world in many ways. This module focuses on how businesses fulfil their legal obligations to customers, suppliers and their workforce. As well as exploring how businesses are structured and the duties on directors and partners it also considers the legal obligations individuals and organisations have over those to whom they have a duty of care. The module further covers the main laws governing the employment of staff and contractors. By applying the law to real-world business situations students are able to fine-tune their problem solving skills, and their ability to construct well-reasoned and persuasive arguments.

Indicative topics are:

The English Legal System, Legal Process, Dispute Resolution and the impact of European Union Law in the UK;

Law of Negligence – including general principles and negligent misstatement;

Law of Business Organisations - classification of business organisations; main principles applying to general and limited liability partnerships and registered companies, and directors' duties;

Employment Law - the general scope of the legal obligations owed by employers to employees, including the employment contract, discrimination and dismissal.

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Students will be expected to develop the ability to use appropriate techniques of analysis and enquiry within Operations and Service Management and to learn how to evaluate the alternatives and make recommendations. Topics include:

• The nature of services and service strategy

• Service development and technology

• Service quality and the service encounter

• Project/Event management and control

• Managing capacity and demand in services

• Managing inventories

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This module provides a critical introduction to the main theories and debates in International Business and uses these theoretical lenses to explain core phenomena in international business.

• Explaining international economic transactions (trade theories, national competitiveness)

• Explaining the existence of MNEs (internalisation theory, eclectic theory, monopolistic advantages)

• Explaining the coevolution of environment and MNEs (institutional theory, resource dependence theory, evolutionary theory, investment development path, product life cycle theory)

• Explaining the growth and decline of MNEs (stages model, market entry/expansion modes)

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This module is designed to provide students across the university with access to knowledge, skill development and training in the field of entrepreneurship with a special emphasis on developing a business plan in order to exploit identified opportunities. Hence, the module will be of value for students who aspire to establishing their own business and/or introducing innovation through new product, service, process, project or business development in an established organisation. The module complements students' final year projects in Computing, Law, Biosciences, Electronics, Multimedia, and Drama etc.

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This module presents an overview of what workforce diversity is and its relevance and usefulness in improving our understanding and management of people (including ourselves) at work. The demographics of the population and the workplace are changing drastically because of a number of factors, such as an increasing number of ethnic minorities and women in the workforce and in management. Accordingly, there is a need to effectively understand and manage workforce diversity not only to increase organisational business outcomes but also to create an inclusive workplace in a socially responsible manner.

The module will examine issues confronting managers of a diverse workforce. In particular issues such as ethnicity, race, language, ageing, disability, gender, and intersectional identities will be discussed. Two key approaches towards managing diversity will be explained, i.e. the social equity case of managing diversity, and the business benefits case of managing diversity. The module will explore a range of diversity related concepts and topics, such as social identity, stereotyping, discrimination, intergroup conflict, structural integration, and organisational change.

Indicative topics are:

• Origins of diversity and equal opportunity in the workplace context;

• Social and psychological perspectives on workplace diversity;

• The UK and European diversity contexts;

• Business benefits case and social equity case of managing diversity;

• The legal framework for diversity;

• Organisational approaches to diversity;

• Contemporary issues central to the experiences of diverse individuals in the UK and in organisations across a range of diversity dimensions;

• Diversity management in an international context

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The module provides a broad, basic understanding of strategy and strategic management, on which further strategic analysis and exploration of strategic issues can be built. It introduces students to the key vocabulary, concepts and frameworks of strategic management and establishes criteria for assessing whether or not a strategy can be successful. It introduces students to frameworks for analysing the external and internal environments and to different theories of how these relate and of their impact on strategy formulation and implementation.

Students will learn how to identify strategic issues, develop strategic options to address them and decide which option(s) to recommend. Through theoretical readings and case studies, students will develop an appreciati

University of Kent

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Overview:

The University of Kent is a public research university located in Canterbury, Kent, England. It is known for its commitment to ambition and providing a supportive environment for students to thrive.

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Services Offered:

Guaranteed Campus Accommodation:

First-year students are guaranteed a place in campus accommodation upon accepting their offer.

Free Gym and Fitness Membership:

First-year students receive a free sport and fitness membership.

Campus Tours:

Prospective students can book tours to explore the campuses and learn more about accommodation options.

Clearing Support:

The university provides comprehensive support for students applying through Clearing, including a dedicated website with information and resources.

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Student Life and Campus Experience:

The university emphasizes a vibrant student life with opportunities for community building, fitness, and social activities. Students can expect a welcoming and supportive environment.

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Key Reasons to Study There:

Guaranteed Campus Accommodation:

Ensures a comfortable and convenient living experience.

Free Gym and Fitness Membership:

Promotes a healthy lifestyle and fosters a sense of community.

Comprehensive Clearing Support:

Provides reassurance and guidance for students applying through Clearing.

Vibrant Student Life:

Offers a range of opportunities for social interaction, personal development, and community engagement.

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Academic Programs:

The context does not provide specific details about academic programs.

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Other: